Tens of millions of Americans drink large(SB's Venti and grande) as opposed to small(Tall) coffee. Having a larger quantity of liquid, the cups for these larger drinks use up anywhere between 10-25% more material.
The other day I stumbled on something called "Red eye" which is basically drip coffee fortified with a single shot of espresso. And while I find it very strong for my taste, I think that a few million people might enjoy the extreme caffeine buzz and abandon their "super sized" coffee in favour of a smaller sized environmentally friendlier drink.
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