Starbucks Invites Customers on a Bold Coffee Journey

SEATTLE, March 09, 2010 - Starting today, Starbucks (NASDAQ:SBUX) kicks off eight weeks of coffee exploration by featuring a different bold coffee each week in its participating U.S. and Canada retail stores. Coffee lovers in the U.S. who purchase a brewed coffee every week and track their experience through a Coffee Journey Card will receive a free 1-pound of whole bean coffee. The Coffee Journey Cards are available beginning today and while supplies last in U.S. participating stores.

"We have a remarkable selection of high-quality bold coffees from around the globe and we wanted to provide an opportunity to showcase them," said Dub Hay, Starbucks senior vice president, Coffee. "Highlighting bold coffees also provides a backdrop for us to implement the Pour Over brewing method which helps ensure our brewed customers can quickly have a bold coffee of their choice after 12 p.m."

From today through May 3 in participating U.S. and Canada Company-operated and licensed stores, customers have the choice between a featured "Bold Pick of the Week" or the smooth, medium bodied Pike Place Roast™. In addition to offering these fresh high-quality coffees all day long, a Tall (12 fl oz) brewed coffee is a great value priced at just $1.50 plus tax where applicable in U.S. participating stores.

The Best of the Starbucks Bold Coffee Portfolio

The following coffees will be brewed and featured all week long during the eight-week promotion: Yukon Blend® begins on March 9; Italian Roast® begins on March 15; (Starbucks) RED begins on March 22; Komodo Dragon Blend® begins on March 29; Caffé Verona® begins on April 5; Café Estima Blend® Starbucks Fair Trade Certified Coffee begins on April 12; Gold Coast Blend® begins on April 19; and Sumatra begins on April 26.

"We hope customers are just as excited as we are about our collection of coffees for this spring and that they will discover a bold new favorite," said Jason Simpson, Starbucks coffee expert. "These bold and extra bold coffees highlight what makes Starbucks coffees so great—a dark roast, amazing flavor intensity and subtle complexities attributable to the country of origin and the altitude that it was grown. From our Yukon Blend® to Sumatra – we have created an excellent line-up for our bold brewed coffee drinkers."

Coffee Journey Card for Brewed Coffee Customers

Starting today, customers in the U.S. can receive a Coffee Journey Card from their barista to track their bold coffee experience week to week. Customers who participate in the Coffee Journey and receive a sticker during each of the eight weeks will receive a free 1-pound whole bean bold coffee of their choice. The cards are available the first week of the promotion, while supplies last.

Pour Over Brewing Method

The Bold Coffee Journey also marks the implementation of the Pour Over brewing method, a single-serve, brew on demand solution that quickly delivers a fresh cup of decaffeinated and bold brewed coffee during times when these coffees are not already brewed. To prepare a great cup of fresh coffee, this method involves heating the water separately, then pouring the water over the ground coffee through a drip cone at the perfect speed.

Find Your Bold at www.Starbucks.com/bold

The Bold Coffee Journey will come to life online at Starbucks.com/bold and on Starbucks Facebook fan page. All online elements for the bold promotion will debut today. On the Starbucks Facebook fan page, customers can discover their bold coffee personality through a customized application, while the Starbucks.com/bold page will feature blog topics spotlighting the featured bold coffee of the week. The website will also feature "bold life lessons" videos for each of the eight featured coffees, as well as Pike Place Roast™. For more Starbucks® coffee information, follow @Starbucks on Twitter.

About Starbucks

Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality arabica coffee in the world. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at www.starbucks.com.

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