Starbucks VIA Ready Brew Expansion Reaches All of Company’s Asia Pacific Countries
SEATTLE, August 15, 2011 - Today, Starbucks Coffee Company (NASDAQ: SBUX) announced the expansion of Starbucks VIAÂ® Ready Brew to six additional countries, bringing its availability to all Starbucks locations in Asia. This September, Starbucks stores in South Korea, Indonesia, Malaysia, Singapore, Thailand and Australia will carry Starbucks VIAÂ® Ready Brew in Colombia and Italian Roast. This expansion doubles the number of countries outside the U.S., and further builds upon the company's global coffee leadership and expertise, through a broadened coffee portfolio.
"Starbucks VIAÂ® Ready Brew continues to excite customers around the world and this expansion gives our customers throughout Greater China and Asia Pacific a convenient solution for a premium cup of coffee," said John Culver, president, Starbucks Coffee International. "Starbucks VIAÂ® Ready Brew represents a significant growth opportunity for the company and we believe the success of this revolutionary instant coffee reinforces our view that Starbucks VIAÂ® will become another billion dollar Starbucks brand over time."
The company recently announced Starbucks VIAÂ® Ready Brew is now available in more than 70,000 locations, including Starbucks stores and in CPG channels globally. The Starbucks VIAÂ® portfolio continues to have both strong appeal and a strong repeat rate, with trial driving sales activity. Additionally, the company plans to build on the momentum of the Starbucks VIAÂ® Ready Brew platform globally with SKUs of Starbucks VIAÂ® Flavored Coffee, Starbucks VIAÂ® Iced Coffee, Starbucks VIAÂ® Christmas Blend and Starbucks VIAÂ® Tribute Blend™. The successes of these launches in select countries indicate customers are seeking a convenient premium cup of coffee on-the-go.
South Korea, Indonesia, Malaysia, Singapore, Thailand and Australia will join Canada, China, Japan, the Philippines, the U.K., and the U.S. to offer Starbucks VIAÂ® Ready Brew. Starbucks China launched Starbucks VIAÂ® in April to positive reviews.
As a premium single-serve cup of coffee, Starbucks VIAÂ® Ready Brew is made from 100 percent arabica instant and microground coffee that is rich and full-bodied in flavor, like a fresh-brewed cup of StarbucksÂ® coffee. Starbucks VIAÂ® is made with a proprietary, U.S. patent-pending technology.
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.