Summary
With examples from Twinings Earl Grey (UK), Nescafé Vietnam (Vietnam), Green Mountain (USA) and PG Tips (UK), this Recommended Cases document summarises the pick of Warc's recent case studies of campaigns aimed at increasing market share in the hot drinks category.

Summary
With examples from Twinings (UK), PG (UK), Ovaltine (UK) and Nespresso (Europe), this Recommended Cases document summarises Warc's best recent case studies of campaigns to gain new customers in the hot drinks category.

Summary
Case studies from Tetley (Canada), Twinings (UK), Ovaltine (UK) and Green Mountain (USA) are included in this document which summarises Warc's best recent case studies of campaigns to increase sales of hot drinks brands.

Summary
Including examples from Nescafé; 3in1 (Vietnam), Green Mountain (USA), Maxwell House (Canada) and PG Tips (UK), this Recommended Cases document summarises Warc's best recent case studies of campaigns to increase brand loyalty in the hot drinks category.

Summary
Featuring examples from Twinings Earl Grey (UK), Ovaltine (UK), Maxwell House (Canada) and Liptons (Middle East), this document summarises Warc's best recent case studies of campaigns aimed at repositioning hot drinks brands.

Summary
This paper provides an overview of the global roasted coffee industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries. It contains a list of further information sources and reading.

Summary
This paper provides an overview of the specialty coffee industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies. It concludes with a brief section about the industry in other countries ('America and the world') as well as a list of further information sources and reading.

Summary
From humble beginnings in Seattle to a global phenomenon with thousands of outlets, Howard Schultz has masterminded the rise of Starbucks. This started with a chance encounter with a coffee shop in Milan in the early 1980s. In this edited interview from the Marketing Society’s recent event, he talks to Colin Cameron about the origins of the iconic coffee company and what it takes to stay brand leader in today’s more competitive environment

Summary
Starbucks had been one of the most iconic businesses of the last two decades, turning from a minor regional operator into one of the most powerful brands in the world in the span of 25 years. As such, it perhaps stands as a symbol of the era of capitalist exuberance, forming part of a long, traditional connection between coffee and capitalism. Similarly, the onset of the credit crunch has seen Starbucks looking to redefine its operations; its profits in America have been in decline, in part because of competition from companies like McDonald’s and Dunkin’ Donuts, and it has announced store closures in the U.S. and beyond. The problem, it seems, was that the company undertook too much expansion, leading to a commoditisation of the brand, and which may lead to further closures should markets further weaken.