Goodbye Whitbread Awards; Hello Costa Awards

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Goodbye Whitbread Awards; Hello Costa Awards

Dec 06 2006

No longer will authors vie to win a coveted Whitbread Literary Award, instead next month eyes will be on the winners of the Costa Award - same award, different name.  The Whitbread Group initiated the Awards in 1971 when they were a well known British brewery company.  However, over the years they've sold off all their brewing interests and segued into the hospitality industry where they are a very major player.  As Whitbread is no longer a consumer brand, the company have decided to re-brand the Whitbread Awards as the Costa Awards; Costa Coffee being a UK cafe chain started by the Italian Costa brothers, but now owned by Whitbread Group Plc.  Costa  is expanding rapidly with about 50 new outlets being added in the UK each year (currently about 400 outlets), about 60 franchises in the Middle East, and expansion plans into India.

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