Crazy summer launches

Summer product launches often stretch beyond the limits of ordinary imaginations and this season is no exception. Here are my top four so far:

• Tipsy, a UK range of sparkling alcohol flavoured waters without alcohol – already set on international expansion.

• Friends Fun Coffee Wine, a US wine and coffee combination with 6% alcohol.

• Arty, the world’s first artichoke water, from California.

• Vittel’s Refresh Cap, which has a twistable timer and clicks up a plastic flag after an hour to remind you about rehydrating.

Ingenious. Now for the beach.