If you are interested in the business of tea, or are a fan of any Unilever Tea (Lyons Tea, PG Tips Tea) you should read a case study in a recent issue of the Financial Times. The case demonstrated how Unilever re-energized the Lipton Brand. Unilever increased sales of Lipton by re-positioning it as a tea that was made 100% sustainably. Since this tactic worked, it was later used on PG Tips Tea and Lyons Tea.
Read the case study at the Financial Times site. To read it, you will have to register, but you can create an account for free. The Financial Times is a high-quality publication and registration will be worth your time.