The launch of Starbucks Discoveries represents Starbucks first entry into the chilled cup coffee segment anywhere in the world. The Company took more than a year to create a superpremium ready-to-drink coffee designed to appeal to the local taste preferences in Asia, using the same high-quality coffee found in all Starbucks retail stores and coffee-based products worldwide. The name Starbucks Discoveries was inspired by Starbucks coffee buyers who travel the world looking for the highest quality arabica coffee available. Starbucks Discoveries(TM) Seattle (latte) is named after the birthplace of Starbucks; Starbucks Discoveries(TM) Milano (espresso) is named for the Italian city, honoring the development of the first espresso maker. "When I think back to the opening of the first Starbucks stores in Japan in 1996 and Taiwan in 1998, I am still humbled by how consumers in Asia have embraced the Starbucks Experience and integrated Starbucks into their daily lives," said Howard Schultz, Starbucks chairman. "With the introduction of Starbucks Discoveries, consumers can now enjoy a great Starbucks coffee beverage in their favorite Starbucks store or when on the go and there are no Starbucks stores nearby." Starbucks has a proven track record of creating successful coffee-related products. Through a joint venture with the Pepsi-Cola Company, in 1996 the Company introduced bottled Starbucks Frappuccino® coffee drinks and later Starbucks DoubleShot® espresso drink. To date, these Starbucks coffee innovations remain the No. 1 products in their respective segments of the ready-to-drink coffee category in the United States. Consumer products, such as these, and the new Starbucks Discoveries, broaden the brand's reach to customers who may not have visited a Starbucks retail store.
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Starbucks launches new ready-to-drink coffee beverage in Japan and Taiwan
In developing this new RTD coffee beverage, Starbucks conducted research and found that Asian consumers perceived chilled cup coffee as the highest quality of all RTD coffee beverages. Starbucks Discoveries is made fresh and is kept refrigerated, with a short, 14-day shelf life, one of the shortest on the market today. Additionally, during consumer research most Starbucks customers in Asia believed that chilled cup coffee was the best way for Starbucks to enter the market outside of their retail stores.
"Starbucks Discoveries allows us to bring the Starbucks Experience to our customers wherever they are. Discoveries is a high quality coffee beverage, crafted with the same care and attention to detail our customers have come to expect from us," said Gerry Lopez, president, Starbucks Global Consumer Products. "Expanding into this new channel in Asia helps to strengthen the Starbucks brand and reinforces our reputation for innovation, coffee quality and expertise." As announced earlier in May 2005, Starbucks entered into an agreement in Japan with Suntory Ltd., one of the leading Japanese producers and distributors of food and beverages, for the manufacture and distribution of Starbucks Discoveries coffee drink. Starbucks Coffee Japan, Ltd., which has operated Starbucks stores in Japan since 1996, will provide ongoing consulting support including local brand and marketing expertise for the Japanese market. In Taiwan, Starbucks entered into a distribution agreement with President Starbucks Coffee Taiwan Limited, the Company's joint venture partner in Taiwan, for marketing and distribution of the new product. Uni-President Enterprises Corporation, one of the largest food and beverage companies in the country, will manufacture the product for Taiwan.
About Starbucks Corporation Starbucks Corporation is the leading retailer, roaster and brand of specialty coffee in the world, with more than 9,500 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rim. The Company is committed to offering the highest quality coffee and the Starbucks Experience while conducting its business in ways that produce social, environmental and economic benefits for communities in which it does business. In addition to its retail operations, the Company produces and sells bottled Frappuccino® coffee drinks, Starbucks DoubleShot® espresso drink, and a line of superpremium ice creams through its joint venture partnerships. The Company's brand portfolio provides a wide variety of consumer products. Tazo® Tea's line of innovative superpremium teas and Hear Music(TM) exceptional compact discs enhance the Starbucks Experience through best-of-class products. The Seattle's Best Coffee® and Torrefazione Italia® Coffee brands enable Starbucks to appeal to a broader consumer base by offering an alternative variety of coffee flavor profiles. SOURCE:Starbucks Coffee Company Starbucks Coffee Company Alan Hilowitz, 206-318-7100 press@starbucks.com
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