Costa takes on sponsorship of Whitbread Book Awards

05 June 2006
Costa takes on sponsorship of Whitbread Book Awards

The long-running Whitbread Book Awards has been rebranded as the Costa Book Awards.

Costa, which is part of the Whitbread leisure group empire, is one of the biggest players in the UK's branded coffee-bar market, along with Starbucks and Caffè Nero.

Both Costa and the book awards are celebrating their 35th anniversary this year.

John Derkach, managing director, Costa, said: "This is the perfect match for the Costa brand as there is a very natural association between books and reading and the UK's growing coffee culture."

Created in 1971, the awards were set up to celebrate the most enjoyable books of the year by writers based in the UK or Ireland.

Despite the rebranding the format will remain as before, with five categories: First Novel; Biography; Novel; Children's Book and Poetry. The awards will take place in January 2007 at a central London location.

By Chris Druce

Get your copy of Caterer and Hotelkeeper every week -

The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.


Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking