Trend Spotting: Anyone Can Play

And sussing out the latest craze may point you toward a profitable future

Hobart C. Buppert III, known as "Hoby" to his friends, was club-hopping in Vienna four years ago when he was introduced to a popular nonalcoholic beverage that cost $10 a can. Dancers were swilling the sludgy brew like it was "some sort of powerful elixir," recalls Buppert. The drink was actually loaded with caffeine--from guarana beans.

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