JULY 17,  2009

Starbucks experiments with new name, adding alcohol to its menu

Starbucks is wiping its name from one of its Seattle-area stores and adding alcohol to the menu, Andrew Hetzel comments on the move.

March 20, 2009

Starbucks launching instant coffee

“Andrew Hetzel, the founder of coffee consulting group Cafemakers, said the new product could denigrate the premium positioning that helped create the gourmet coffee industry and made Starbucks the industry leader.”

April 29, 2008

Market Spotlight: Lighter roasts enticing coffee lovers

Andrew Hetzel comments on the growing trend of consumers requesting lighter roasted coffees.