SEATTLE--()--Today, Starbucks Coffee Company (NASDAQ: SBUX) announced the expansion of Starbucks VIA® Ready Brew to six additional countries, bringing its availability to all Starbucks locations in Asia. This September, Starbucks stores in South Korea, Indonesia, Malaysia, Singapore, Thailand and Australia will carry Starbucks VIA® Ready Brew in Colombia and Italian Roast. This expansion doubles the number of countries outside the U.S., and further builds upon the company’s global coffee leadership and expertise, through a broadened coffee portfolio.
“Starbucks VIA® Ready Brew represents a significant growth opportunity for the company and we believe the success of this revolutionary instant coffee reinforces our view that Starbucks VIA® will become another billion dollar Starbucks brand over time.”
“Starbucks VIA® Ready Brew continues to excite customers around the world and this expansion gives our customers throughout Greater China and Asia Pacific a convenient solution for a premium cup of coffee,” said John Culver, president, Starbucks Coffee International. “Starbucks VIA® Ready Brew represents a significant growth opportunity for the company and we believe the success of this revolutionary instant coffee reinforces our view that Starbucks VIA® will become another billion dollar Starbucks brand over time.”
The company recently announced Starbucks VIA® Ready Brew is now available in more than 70,000 locations, including Starbucks stores and in CPG channels globally. The Starbucks VIA® portfolio continues to have both strong appeal and a strong repeat rate, with trial driving sales activity. Additionally, the company plans to build on the momentum of the Starbucks VIA® Ready Brew platform globally with SKUs of Starbucks VIA® Flavored Coffee, Starbucks VIA® Iced Coffee, Starbucks VIA® Christmas Blend and Starbucks VIA® Tribute Blend™. The successes of these launches in select countries indicate customers are seeking a convenient premium cup of coffee on-the-go.
South Korea, Indonesia, Malaysia, Singapore, Thailand and Australia will join Canada, China, Japan, the Philippines, the U.K., and the U.S. to offer Starbucks VIA® Ready Brew. Starbucks China launched Starbucks VIA® in April to positive reviews.
As a premium single-serve cup of coffee, Starbucks VIA® Ready Brew is made from 100 percent arabica instant and microground coffee that is rich and full-bodied in flavor, like a fresh-brewed cup of Starbucks® coffee. Starbucks VIA® is made with a proprietary, U.S. patent-pending technology.
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.