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Many beverage companies, instead of relying on retailers to market and sell their products, have been taking control of the retail experience themselves. An example is the recent Starbucks purchase of tea boutique Teavana. Now, instead of selling their own tea in their coffee shops, Starbucks can control their own tea store. Michael Schaefer, Head of Consumer Foodservice and Soft Drink Research, gives several other examples of beverage companies controlling their retail experience.
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