The Hag case: Boosting decaf consumption and market share

In Italy, 67% of the coffee sold is through retail outlets for home consumption. Hag is the undisputed leader in the decaffeinated market. This is not only on account of its considerable market share but also because it is the product that actually invented the decaffeinated category. This position, while reinforcing the brand, can sometimes also create problems for it. For example, the term "Hag" is often and mistakenly used to indicate the entire category. In addition to Italy, the Hag brand only generates significant sales in two other European countries: Germany and Austria. The marketing of Hag in the retail and bar channels is explored.