The explosion of the market for coffee beverages can be seen in the responses to

The explosion of the market for coffee beverages can be seen in the responses to the mere mention of the name Starbucks. Recent trends in the United States among consumers regarding beverages have notably included both coffee drinks and energy drinks. How do beverage companies that are not typically in the market of coffee beverages compete? Specialty coffee drinks are a $10 billion a year industry in the United States and are expected to continue growing at a rate of approximately 7%. Therefore targeting those in the group that are the heaviest consumers of specialty coffee drinks would be logical.