China is the first international market, outside of the U.S. and Canada, to launch Nitro Cold Brew
Starbucks aims to rollout the new handcrafted cold coffee innovation across more locations in China, further deepening its coffee leadership position in the market
SHANGHAI; November 10, 2016 – Starbucks (NASDAQ: SBUX) announced today that the China World Trade Centre Starbucks store in Beijing is the first location in China, and outside the U.S. and Canada, to introduce Nitro Cold Brew on tap alongside its classic Cold Brew and more locations are to come over the next few months. The introduction of Nitro Cold Brew in China comes after a highly successful nationwide launch of Starbucks Cold Brew. Starbucks will once again bring a brand new delightful handcrafted cold coffee experience to its Chinese customers.
“We have been relentless in our pursuit to perfect our coffee expertise and Nitro Cold Brew is a firm demonstration of our significant investments in coffee-forward product innovations to deepen our coffee leadership position,” said Belinda Wong, ceo, Starbucks China. “Something magical happens whenever we combine our innovation with the unbelievable passion of our skilled Starbucks barista. The handcrafted Nitro Cold Brew will surprise and exceed the expectations of customers who are seeking a different kind of coffee artistry experience in China.”
Nitro Cold Brew – Starbucks newest take on its signature Nariño 70 Cold Brew. Cold Brew – is infused with nitrogen that unlocks the super-smooth, natural sweetness of Cold Brew coffee, which then cascades from the tap with a velvety and creamy texture that customers can see and taste. It is deliciously cold and is served unsweetened, and without ice, to highlight the flavor the cold brewing process brings out in the coffee. Since its launch in May 2016, Nitro Cold Brew is one of the most popular beverages at the Starbucks Reserve® Roastery and Tasting Room in Seattle.
“Our customers embraced the smooth, full-bodied flavor of Starbucks Cold Brew when it was first introduced in China last summer. There’s a lot of time and passion that goes into brewing each batch of Cold Brew, so it’s been especially rewarding to see customers enjoying it,” said Xi Wen, coffee master and store manager, China World Trade Centre Starbucks Reserve™ store. “I am proud that my store has been selected as the first store in China to introduce the Nitro Cold Brew, and I am looking forward to introducing this new handcrafted cold coffee experience to my customers and partners.”
Recipes for cold coffee beverages are developed by Starbucks® coffee and research teams, who taste hundreds of cups of coffee to ensure the right blend, roast and brewing method is used to create the perfect flavor profile. Starbucks Cold Brew features a blend of high-quality varietals from Latin America and Africa, which delivers a sweet, dense and smooth coffee punctuated with a chocolatey and citrusy flavor profile.