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Starbucks (NASDAQ:SBUX) today announced that the Philippines will be the
fourth market to offer Starbucks VIA® Ready Brew. Starting
mid-September, all Starbucks stores in the Philippines will carry
Starbucks VIA® Ready Brew in Colombia, Italian Roast and Decaffeinated
"We know there is a significant opportunity in the Philippines
marketplace for Starbucks VIA® Ready Brew since nearly 100 percent of
retail coffee sales come from instant coffee*,” said Howard Schultz,
chairman, president and ceo, Starbucks Coffee Company. "We know rapid
innovation for Starbucks VIA® and creating opportunities to further
increase awareness and trial of Starbucks VIA® broadens our overall
customer base both in the U.S. and in international markets.”
Starbucks opened its first store in Makati City, Philippines through a
licensing agreement with Rustan Coffee Corporation in December 1997.
Today, there are more than 160 stores throughout the Philippines, and
Starbucks growth has played a key role in building a strong local coffee
culture in the country.
The Philippines will join Japan as the second country in Asia to offer
Starbucks VIA® Ready Brew. Starbucks Japan launched Starbucks VIA® last
April to rave reviews. More than 10 million sticks have already been
sold in Starbucks stores throughout Japan, with distribution expansion
plans set for September as VIA® enters grocery and trade channels.
As a premium-portion stick coffee solution that doesn’t require any
special equipment, Starbucks VIA® is resonating with consumers and
meeting untapped demand.
Starbucks recently announced VIA® had reached the USD $100 million mark
in sales within the first 10 months of availability to consumers.
According to SymphonyIRI Group, U.S. products that generate in excess of
$50 million in first-year sales are recognized with a "mega hit”
benchmark status. Starbucks VIA® is among the top 3 percent of all new
products launched, with sales well in excess of the $50 million
threshold as defined by SymphonyIRI.
By expanding the product line beyond Colombia and Italian Roast
varieties and into new channels, innovation around the Starbucks VIA®
platform remains a priority for the company. Starbucks VIA® Ready Brew
Decaffeinated Italian Roast launched last November, and Starbucks VIA®
Ready Brew Iced Coffee launched in late June; both representing the
beginning of the Starbucks VIA® innovation pipeline.
Starbucks VIA® Ready Brew is made from 100 percent natural roasted arabica
coffee in an instant and microground form that is rich and full bodied
in flavor, just like a fresh-brewed cup of Starbucks® coffee. Starbucks
VIA® is made with a proprietary, U.S. patent-pending technology to
preserve the coffee’s flavor.
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 starbucks.com.
*Source: Euromonitor, July 4, 2010