Starbucks Launches Rare 'Limited
Reserve' Coffee Line for Fall
Coffee Maker Touch
Based Specialty Drinks,
Coffee Delivery Service,
Starbucks Coffee Company
October 17, 2007
Leading the Way in Quality, Starbucks Rolls out New
Products where Groceries are Sold, Including
Ready-To-Drink Coffee Drinks and a Drinking Chocolate
Seattle, WA -- 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(R) Limited Reserve,
being launched by Starbucks Coffee Company 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(R) coffee at
home," said Gerry Lopez, president of Starbucks Global
Consumer Products Group. "The Starbucks(R) Limited
Reserve line will elevate the at-home coffee experience
even more. About every three months, we will offer a new
Starbucks(R) Limited Reserve coffee from each of the
three distinct coffee growing regions: Latin America,
Asia/Pacific, and Africa/Arabia. We think the
Starbucks(R) 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
Starbucks has leveraged relationships with farms and
estates known for their high quality beans to highlight
not only their unique coffees, but also 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(TM), 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 new 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
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
- New Starbucks(R) 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(TM) and the Half Caffeinated Breakfast Blend.
- Transforming the Coffee Aisle: Grocery
stores will soon be enhanced with a new way to
purchase Starbucks(R) 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 Cafe" 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(R) Bottled Frappuccino(R) Coffee
Drinks: Recognizing that dark chocolate is a flavor
profile that Starbucks customers enjoy, Starbucks is
rolling out a line of dark chocolate Starbucks(R)
bottled Frappuccino(R) coffee drinks. The first
beverage, available for a limited time this fall
through the holiday season, is the Starbucks(R) Dark
Chocolate Peppermint Mocha bottled Frappuccino(R)
- Starbucks(TM) 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(TM)
Coffee Liqueur as "Best Tasting Coffee Liqueur,"
Starbucks(TM) 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(TM) Coffee Liqueur or
Starbucks(TM) 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 melange 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.
About Starbucks Coffee Company
Starbucks Coffee Company provides an uplifting
experience that enriches people's lives one moment, one
human being, one extraordinary cup of coffee at a time.
To share in the experience, visit www.starbucks.com.