Over the years, coffee drinking seems to have moved away being from the social activity that it once was. Now what counts is the brand we drink, the cafés we go to, and the way the beans are processed.
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Clever marketing, offering us choices we never knew existed, has been a huge success in countering a long-term decline in coffee sales and consumption.
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Risk and reward at stake in on-going capsule wars
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Nestlé is understandably keen to protect its star product Nespresso which recorded SFr3.5 billion ($3.6 billion) in sales last year and “high double-digit” growth in the first six months of 2012. Margins are estimated at 30 per cent, a third higher than other coffee products. Other companies are also understandably eager to grab a slice…
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If you want to start a conversation about a topic raised in this article or want to report factual errors, email us at english@swissinfo.ch.