SEATTLE, September 07, 2010 - Starbucks (NASDAQ:SBUX) today announced expanded distribution of Starbucks VIAÂ® Ready Brew through international grocery channels in Japan, Canada and the U.K. Just one year after its North American debut, the addition of these 13,000 distribution points means that Starbucks VIAÂ® Ready Brew will be available at more than 55,000 locations around the world this month, positioning Starbucks to increase its share of the $23 billion global instant coffee market.
"Customers have enthusiastically made Starbucks VIAÂ® part of their daily lives," said Howard Schultz, Starbucks chairman, president and ceo. "The increased distribution of Starbucks VIAÂ® Ready Brew through global consumer product goods channels contributes to the ongoing momentum Starbucks VIAÂ® has seen in its first year of availability."
Starbucks VIAÂ® Coffee Essence will be available through more than 11,000 grocery and convenience stores in Japan by the end of the month, in addition to the more than 800 Starbucks retail locations where Starbucks VIAÂ® Coffee Essence is already available. Japan represents a substantial market opportunity for Starbucks VIAÂ® as more than 60 percent of all coffee sold in the country is instant, and the at-home coffee market drives more than $5 billion in annual sales. Since its introduction in April, customers in Japan have responded enthusiastically to Starbucks VIAÂ® Coffee Essence, buying more than 10 million sticks in Starbucks stores.
In Canada, distribution of Starbucks VIAÂ® through Walmart, Loblaws, Safeway and Metro will add more than 2,300 grocery locations to the more than 1,000 Starbucks stores already carrying Starbucks VIAÂ®. These additions bring the total distribution in Canada to 3,300 places where customers can find Starbucks VIAÂ® by the end of September. And in the U.K., where 80 percent of the total coffee sold is instant, the product will be available in 2,300 grocery retailers including Tesco, Sainsbury and Waitrose, increasing the total number of distribution points to more than 2,900 retail locations.
"We are continuing to drive steady increases in Starbucks VIAÂ® distribution Ã¢â¬â channel by channel, country by country," Schultz said. "We have set our sights on more international markets, and the pipeline is full of innovations for the Starbucks VIAÂ® platform."
As announced in August, in less than 10 months the product surpassed the significant milestone of $100 million in sales in the U.S., reaching "mega hit" status. It is among the top 3 percent of all new products with sales well in excess of the $50 million threshold.* Today, products included in the Starbucks VIAÂ® portfolio are Starbucks VIAÂ® Ready Brew in Colombia and Italian Roast, Starbucks VIAÂ® Ready Brew Decaffeinated Italian Roast, Starbucks VIAÂ® Iced Coffee and, coming this fall in the U.S. and Canada, Starbucks VIAÂ® Flavored coffee in Vanilla, Mocha, Caramel and Cinnamon Spice.
About Starbucks Corporation
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.
* According to SymphonyIRI Group.