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In early March 2013, Lipton announced a partnership with Green Mountain Coffee Roasters, manufacturer of the Keurig single serve coffee machine. Although Keurig does offer single serve tea already, Lipton is hoping that its well-known brand will turn coffee drinkers into tea drinkers. Jonas Feliciano, Beverages Industry Analyst at Euromonitor, offers three key takeaways from the deal, and how the partnership blurs the line between soft drinks and hot drinks.
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