Now Costa is something I know something about. It helped in the demise of Whitbread's pub business. Well that and dear old Maggie.
It was bought as a wholesale coffee business from Sergio and Bruno Costa in 1995. As a way of getting cheap coffee for their pub and Beefeater restaurants.
Then some bright spark who came and gave us a presentation, on the whole idea, said they were rebranding the coffee for use in the pubs with the Costa name.
Basically Maggies intervention, gave them the much needed capital to grow the brand.
Finally sold to Coca Cola in 2019,
for a whopping £ 3.9bn and is now in 31 countries. That's where my job went to.