Over the past few years, the juice industry has exploded and unless you’ve been hiding under a rock you’ve been splashed by the pulpy green drink. You have probably noticed the crazy number of juice companies popping up and seen the hordes of healthy hipsters sipping brightly colored liquids from clear bottles. A juicy gold rush is happening right now.

In 2011 juice was $2.25 billion market – today it is $5 billion business, and still growing by 4-8 percent a year. But I must admit, I’m a skeptic. Maybe because I don’t crave liquid kale (especially at a dollar an ounce)- but I just don’t get it.

Who is drinking $5 billion worth of juice?

In this Dieline investigative report I dive into the brimming, bubbling world of juice, asking questions, making juicy puns (I apologize in advance), and trying to figure out what’s in the koolaid everyone is drinking. How much juice can this niche, young-but-affluent, urban-but-vaguely-health-conscious hipster demographic really drink? I interviewed juice-drinkers, juice-pressers, and juice investors to get the bottom of these murky, broccoli-infested waters.