Starbucks targets global leadership of the nearly $8 billion premium
single cup coffee category
SEATTLE--(BUSINESS WIRE)--Mar. 8, 2012--
As part of its commitment to bring exceptional coffee and espresso
beverages to its customers, Starbucks Coffee Company (NASDAQ:SBUX) today
announced the first at-home premium single cup machine that meets its
commitment to taste and quality, the Verismo® system by Starbucks. The
Verismo® system by Starbucks crafts both Starbucks-quality espresso
beverages, from lattes to americanos, and brewed coffee consistently and
conveniently one cup at a time.
Starbucks introduces the Verismo system by Starbucks, the first premium single cup solution to provide Starbucks-quality espresso and coffee beverages. The Verismo system by Starbucks will be available starting this fall. (Photo: Business Wire)
Starbucks latest premium single cup innovation combines Starbucks
signature Espresso Roast and drink recipes with precise Swiss
engineering and a patent-pending high pressure extraction capability,
giving customers the ability to create Starbucks-quality beverages.
Through a strategic relationship with privately-held, Germany-based
Krueger GmbH & Co. KG, Starbucks will market and sell the premium
Verismo® system by Starbucks and Starbucks-sourced 100 percent arabica
coffee and milk pods starting this fall.
“The premium single-cup segment is the fastest-growing business within
the global coffee industry,” said Howard Schultz, Starbucks chairman,
president and ceo. ”We have long believed that the biggest prize within
the segment is a high-pressure system that would give us the opportunity
to deliver Starbucks-quality espresso beverages at home and at work for
customers who desire the Starbucks® espresso experience outside of our
Just in time for the upcoming holiday season, Verismo® system by
Starbucks will be sold online and at select Starbucks retail stores, as
well as specialty retailers across the U.S., Canada, and in select
international markets. Espresso and brewed coffee pods will initially be
available in a full range of Starbucks roast spectrums, along with a
variety of milk pods.
“The combination of Starbucks® coffee authority and our technology and
development expertise will enable Starbucks to deliver the quality and
taste expectations in the cup that millions of people all over the world
have come to expect from Starbucks,” said Marc Krueger, member of the
Krueger GmbH & Co. KG management board said.
The introduction of Verismo® system by Starbucks advances Starbucks plan
to offer a full portfolio of premium single cup alternatives and
experiences to customers. Starbucks entered the premium single-cup
market with Starbucks VIA® Ready Brew instant coffee in 2009 and
significantly extended its footprint in the space this past year with
its ground-breaking relationship with Green Mountain Coffee Roasters to
provide Starbucks® K-Cup® packs beginning last fall. In the first eight
weeks following that launch, Starbucks shipped more than 100 million
Starbucks K-Cup® packs, and the Starbucks® K-Cup® business continues to
“We now have the opportunity to reach millions of customers who have
been looking and waiting for a uniquely Starbucks solution in the
fast-growing premium single cup coffee market with a coffee quality,
taste, roast variety and design sensibility that is consistent with
Starbucks brand and reputation,” said Jeff Hansberry, president, Channel
Development for Starbucks.
*Pricing, availability and retail distribution will be announced closer
to launch. For updates and further information, please visit www.starbucks.com/verismo.
Starbucks chairman, president and ceo Howard Schultz and Starbucks
president, Channel Development, Jeff Hansberry, will host a webcast
today at 2:00 p.m. PST to discuss this exciting new product. Media and
analysts interested in learning more are invited to participate by
logging into: http://www.media-server.com/m/p/dj7w9vza.
A simultaneous webcast will be available and subsequently archived at
Starbucks Newsroom at http://news.starbucks.com.
About Starbucks Corporation
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 www.starbucks.com.
Keurig, the Cup and Star design, Keurig Brewed and K-Cup are
registered trademarks of Keurig, Inc. used with permission. K-Cup® packs
for use in the Keurig® Brewing Systems.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50198056&lang=en
Source: Starbucks Coffee Company
Starbucks Coffee Company
JoAnn DeGrande, +1-206-318-7118