While some empires are sinking into oblivion, some are just rising. After all, Joh. A. Benckiser GmbH would acquire D.E. Master Blenders NV, well-known European coffee company, for as much as €7.5 billion as the German company is laboriously building its coffee empire. Indeed, the acquisition of D.E. Master Blenders NV is aimed at building distinct importance of the German company in the coffee market.