Starbucks Gains Leadership in Nearly $1 Billion Light Roast Coffee Segment

Mon Jan 7, 2013 12:01am EST

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Company Builds on Initial Category Success with New Taste of Lighter, Easy
Drinking Starbucks Blonde Roast Coffee


SEATTLE--(Business Wire)--
Starbucks Coffee Company (NASDAQ: SBUX) aims to grow share of the 40 percent of
U.S. coffee drinkers1 who say they prefer a lighter roast by using an innovative
cross-channel campaign to win them over to Starbucks Blonde Roast. Starbucks has
already seen significant success since introducing its lighter roast coffee last
year. Starbucks Blonde Roast packaged coffee sales were 79 percent incremental
in grocery and 70 percent incremental at Starbucks retail stores, driving growth
across all channels in the nearly $1 billion light roast coffee segment.2

http://mms.businesswire.com/bwapps/mediaserver/ViewMedia?mgid=353171&vid=4
Starbucks Blonde Roast is available in Starbucks stores and where customers buy
groceries. (Photo: Business Wire)

"Starbucks Blonde Roast is a new roast curve for Starbucks that celebrates our
coffee heritage and roasting expertise and introduces new customers to our
coffee," says Craig Russell, senior vice president, Global Coffee, for
Starbucks. "For those who think Starbucks coffee is too dark, we now have an
answer. We`re excited about the response we`ve seen over the past year and are
looking forward to bringing the taste of our milder, easy-drinking Starbucks
Blonde Roast coffee directly to even more consumers nationwide." 

In another sign that the company is reaching out to new customers, Starbucks
created Vanilla Blonde, its first handcrafted brewed coffee that features a
sweeter taste profile with the addition of vanilla flavored syrup added to its
lightest roast. Realizing approximately 80 percent of brewed coffee drinkers add
milk or sugar to their coffee3, Vanilla Blonde gives brewed coffee drinkers
their own customizable option at Starbucks. 

Starting today, millions of Americans will have the opportunity to taste
Starbucks Blonde Roast and Vanilla Blonde thanks to an extensive cross-channel
sampling and sharing campaign featuring millions of offers for a free tall (12
fl. oz.) cup of Starbucks Blonde Roast or Vanilla Blonde and $1 off any
Starbucks packaged coffee or Starbucks K-Cup packs4 in retail stores and where
customers buy groceries. 

Here are some examples of how Starbucks will engage customers nationwide
starting today:

* Customers can get a free Tall (12 fl. oz.) Starbucks Blonde coffee for
themselves by sharing a Starbucks Card eGift with a friend through a new desktop
and mobile-enabled Facebook app accessible at
apps.facebook.com/starbucksblonderoast. The app features uplifting Light Note
cards to share with friends as a fun and humorous way to share a taste of
Starbucks Blonde Roast. 
* Starbucks Mobile cafés will pop up in Boston, New York, Washington D.C.,
Philadelphia, Chicago and Dallas where, for three weeks each, they will offer
free samples of Starbucks Blonde Roast and Vanilla Blonde coffee along with
vouchers for a free Tall (12 fl. oz.) Starbucks Blonde Roast coffee or Vanilla
Blonde5 and $1 off Starbucks packaged coffee and Starbucks K-Cup packs to
passersby. 
* A dozen ambassadors donning coffee-filled jet packs will also hit local
streets in these cities to share tastes of Blonde Roast coffee with those who
can`t make it to the mobile cafés. 
* More than 8,000 food, drug, and mass grocery retailers will offer Starbucks
Blonde Roast to shoppers down the aisle - the biggest sampling effort down the
aisle in Starbucks history.

About Starbucks Corporation

Since 1971, Starbucks Coffee Company has been committed to ethically sourcing
and roasting the high-quality arabica coffee. 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. 

1 Starbucks Consumer Research 2010
2IRI Panel Data for the 52-weeks ending 12-2-12 (includes all forms of light
roast coffee purchased at food, drug, and mass outlets, including Wal-Mart,
Sam`s Club, and Costco)
3Starbucks A&U study, 2012
4Keurig and K-Cup are trademarks of Keurig, Incorporated, used with permission.
K-Cup packs for use in Keurig K-Cup Brewing Systems.
5Value of eGift equivalent to one tall cup of brewed Starbucks Blonde Roast
coffee valued up to $2.60. Number of eGifts available is limited. Limited time
offer.

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Starbucks Coffee Company
Alisa Martinez, 206-318-7100
press@starbucks.com



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