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Tea, the world’s most popular hot beverage, has long struggled with an image problem: People just aren’t willing to pay up for a cup. Now tea makers are launching new drinks and marketing campaigns to convince people to pay as much for a cup of herbal tea as they would for a caffe latte.
“Our mission is to create a modern-day tea culture,” says Charlotta Oldham, Starbucks Corp.’s tea category manager for Europe, the Middle East and Africa. “I totally believe tea can be as cool as coffee.”
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