SEATTLE, September 19, 2012 - Today, Starbucks Coffee Company (NASDAQ:SBUX) is changing the way consumers enjoy coffee at home with the debut of its new premium single cup machine, Verismo™ System by Starbucks, available now on Verismo.com. The revolutionary new Verismo™ System is the first at-home single cup solution to deliver perfectly crafted Starbucks® Caffé Lattes, espresso, and brewed coffee, consistently and conveniently, all from one machine.
"For more than 41 years, we have been committed to bringing exceptional coffee and espresso beverages to our customers," says Howard Schultz, Starbucks chairman, president and ceo. "We are applying that passion and commitment, once again, to the fastest growing segment of the coffee market, the multi-billion-dollar premium single cup segment, with the introduction of a breakthrough at-home Starbucks® coffee experience that is second to none. What we are bringing to market today has been impossible until now."
Verismo™ System combines Starbucks-sourced 100 percent arabica coffee – the same coffee served in Starbucks cafes – with Swiss-engineered high-pressure technology to ensure Starbucks-quality beverages every time. Add to that, Starbucks expert drink recipes and natural milk pods made from dairy and the result is an at-home coffee experience that meets the high expectations of Starbucks customers.
"Starbucks is passionate about coffee and passionate about innovation," says Jeff Hansberry, Starbucks president, Channel Development. "We are entering a highly dynamic and burgeoning market at a premium position, and we will win on quality and technology."
Verismo™ System is currently available only at Verismo.com. The Verismo™ System will be available at select high-end specialty retailers and participating Starbucks retail stores in the U.S., Canada, and select international markets starting in early October.
The machine comes in an assortment of colors, including silver, black, burgundy, and champagne, and is available in two design options, the 580 base model and the V·585, which offers additional features, including LED display and temperature control, for $199 and $399, respectively. In addition, customers can purchase Starbucks signature Espresso Roast pods, a selection of Brewed coffee pods, including top-sellers from Starbucks Roast Spectrum (Blonde, Medium, and Dark), and real milk pods wherever Verismo™ machines are sold.
"The size of the premium single cup market is approximately $8 billion globally, having grown more than 143 percent over last year in the U.S. alone," says Hansberry. "With more than one out of three brewers sold last year being a single cup machine, this is more than a trend.* Customers want convenience when it comes to making coffee, but they don't want to compromise quality and flexibility, including the ability to craft both espresso beverages and brewed coffee from one machine, and that's what the Verismo™ System delivers."
For further information, please visit www.verismo.com.
*Studylogic, through August 2012
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.
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