Starbucks VIA Ready Brew Hits Grocery Aisles Around the World

SEATTLE, September 07, 2010 - Starbucks (NASDAQ:SBUX) today announced expanded distribution of Starbucks VIA® 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 VIA® 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 VIA® part of their daily lives," said Howard Schultz, Starbucks chairman, president and ceo. "The increased distribution of Starbucks VIA® Ready Brew through global consumer product goods channels contributes to the ongoing momentum Starbucks VIA® has seen in its first year of availability."

Starbucks VIA® 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 VIA® Coffee Essence is already available. Japan represents a substantial market opportunity for Starbucks VIA® 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 VIA® Coffee Essence, buying more than 10 million sticks in Starbucks stores.

In Canada, distribution of Starbucks VIA® 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 VIA®. These additions bring the total distribution in Canada to 3,300 places where customers can find Starbucks VIA® 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 VIA® distribution — 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 VIA® 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 VIA® portfolio are Starbucks VIA® Ready Brew in Colombia and Italian Roast, Starbucks VIA® Ready Brew Decaffeinated Italian Roast, Starbucks VIA® Iced Coffee and, coming this fall in the U.S. and Canada, Starbucks VIA® 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

* According to SymphonyIRI Group.


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