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Starbucks Launches Rare ‘Limited Reserve’ Coffee Line for Fall


Leading the Way Quality, Starbucks Rolls out New Products where Groceries are Sold, Including Ready-To-Drink Coffee Drinks and a Drinking Chocolate Line

This fall and winter, coffee lovers will have more chances to experience the best coffees the world has to offer through a new line of rare and exquisite coffees, called Starbucks® Limited Reserve, being launched by Starbucks Coffee Company (NASDAQ: SBUX) nationwide where groceries are sold. These exclusive offerings are made up of three exquisite and limited-time-only coffees from each coffee growing region: Latin America, Africa/Arabia, and Asia/Pacific regions.

Applying Starbucks unprecedented expertise in coffee selection to bring quality beans from each of the world’s coffee growing regions, the Limited Reserve line will deliver coffees that appeal to both the discriminating connoisseurs and a typical coffee drinker by providing an amazing aroma and taste experience. The continually changing line will give coffee lovers an opportunity to explore a fine array of rare and distinctive flavors on an ongoing basis.

“For the last 10 years, Starbucks has provided consumers who buy their coffee with their other groceries a chance to experience a great cup of Starbucks® coffee at home,” said Gerry Lopez, president of Starbucks Global Consumer Products Group. “The Starbucks® Limited Reserve line will elevate the at-home coffee experience even more. About every three months, we will offer a new Starbucks® Limited Reserve coffee from each of the three distinct coffee growing regions: Latin America, Asia/Pacific, and Africa/Arabia. We think the Starbucks® Limited Reserve line will tempt those who enjoy discovering new treasures.”

The Limited Reserve line was developed by the Starbucks Coffee Department, specifically with those who buy coffee with their other groceries in mind. Limited Reserve coffees are special, smaller batch coffees that are found by Starbucks coffee experts who search the world for great coffee beans. Inspired by their flavor and country of origin, Limited Reserve also showcases the producers of these coffees for their exceptional quality.

Starbucks has leveraged relationships with farms and estates known for their high quality beans to highlight not only their unique coffees but the flavors and stories that accompany these coffee producing regions.

New Limited Reserve coffees available this fall include a floral and juicy Colombian blend called Coupage del Sol™, which pairs perfectly with nuts and caramel, including gooey pecan rolls or fresh zucchini nut bread. From Africa/Arabia, we are offering a robust and exotic blend named after Africa’s Rift Valley in Central Africa (the birthplace of coffee), which goes perfectly with citrus flavors including orange, cranberry and lemon. The third Limited Reserve coffee comes from Asia Pacific and is a full-flavored Papua New Guinea washed coffee with herbal notes and mouth-watering juiciness. This complex coffee is the perfect complement to citrus, cinnamon, herbs, and savory foods. Enjoy Papua New Guinea with a fresh fruit and cheese plate.

“I’m thrilled to be able to offer the Papua New Guinea coffee in the initial Limited Reserve line because it is unique and the flavor is as lush and exotic as the island where it is grown and processed,” said Anthony Carroll, manager, Starbucks Green Coffee Quality. “The first time I tasted this coffee, I knew it was truly special. The juicy and herbal complexities of the coffee are indicative of what the origin has to offer in terms of very high-quality specialty coffee. When you taste the coffee it takes you to the place where it was grown. The flavors channel the uniqueness of this far-flung island with its incredible landscapes, flora and fauna.”

As the initial Limited Reserve coffees are sold, look for the second wave this winter with three more exciting blends, including a crisp coffee from Mexico, an East African blend, and a special blend from Asia Pacific. Each 10 oz. bag will sell for approximately $9.99 each.

Other Starbucks products and initiatives new for fall and winter that will be available where groceries are purchased include:

* New Starbucks® Mild Blend coffees: Offering consumers with additional blends they are looking for and the milder profiles they may prefer, Starbucks is introducing two deliciously flavorful mild packaged coffees this fall: the Daily Horizons Blend™ and the Half Caffeinated Breakfast Blend.

* Transforming the Coffee Aisle: Grocery stores will soon be enhanced with a new way to purchase Starbucks® packaged coffee and ready-to-drink coffee beverages. Inspired by the belief that coffee is not just a beverage, it is an experience, Starbucks set out to change that experience within the grocery aisle. This year Starbucks began working with grocery and other retail stores to transform the very shelves on which packaged coffee is stocked by introducing a new “Center Store Café” concept to stores across the country. This transformation includes creative touches from the design of the shelves to a how the coffee is arranged on them. The new premium coffee aisle fixtures can help elevate the grocery experience for shoppers and can be configured to include wood fixtures, coffee education displays, lighting and more.

*Starbucks® Bottled Frappuccino® Coffee Drinks: Recognizing that dark chocolate is a flavor profile that Starbucks customers enjoy, Starbucks is rolling out a line of dark chocolate Starbucks® bottled Frappuccino® coffee drinks. The first beverage, available for a limited time this fall through the holiday season, is the Starbucks® Dark Chocolate Peppermint Mocha bottled Frappuccino® coffee drink.

*Starbucks™ Liqueurs: In a nod to the authentic Starbucks Experience in the spirits industry, the professional tasters at the Beverage Testing Institute (BTI) have named Starbucks™ Coffee Liqueur as “Best Tasting Coffee Liqueur,” Starbucks™ Cream Liqueur as “Best Tasting Cream Liqueur,” and when combined together (with other ingredients) as the “Best Tasting Mudslide” recipe. A 750ml bottle of Starbucks™ Coffee Liqueur or Starbucks™ Cream Liqueur retails at an average price of $22.99, which varies by market. The product also is available in 1L and 50ml sizes.

*New Hershey’s Partnership: In July, Starbucks Coffee Company and The Hershey Company announced a development and distribution agreement that will help transform the premium chocolate segment. Together, Starbucks and Hershey’s will elevate and transform an ordinary “hot chocolate” occasion into a smooth and luxurious experience with its drinking chocolate line. The three flavors include Double Delish, Marshmallow Memories, and Peppermint Merriment. The chocolate chunks are mixed with milk to create a delicious beverage that is a mélange of fine dark and European-style milk chocolates. When united with steaming milk, the chocolate creates rich, velvety drinking chocolate. This is the first product in Starbucks new chocolate platform and will be available where groceries are sold. The approximate retail price is $7.99 per package, which makes about 8 servings.

While there are dozens of new options offered in the coming year from Starbucks in grocery and other retailers, some ingredients remain consistent – commitment to quality products that inspire and give people a chance to connect with one another. No matter how it’s packaged, people everywhere make coffee a part of their daily ritual. Starbucks looks forward to making that ritual better tasting, more accessible and truly inspirational.


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