Chicago, Thursday, October 20, 2011. A new Blonde is coming to the Windy City in January. This week Starbucks unveiled the newest creation in their arsenal, the Starbucks® Blonde Roast. For a company that has built its 40-year reputation on the dark, rich, robust brews, the new brew comes as somewhat of a surprise. Not surprisingly, however, Starbucks® has woken up and smelled the bucks in the beans. The "Blonde," will put Starbucks® in the race to reach a whole new category of coffee drinkers.
Although, you may like your coffee tall, dark and roasted, it seems that more than 40 percent of U.S. coffee drinkers–or approximately 54 million consumers–prefer theirs blonde or light. Additionally 70 percent of total premium coffee sales in grocery stores are the light and medium roast varieties--making them more or less blonde. This is a pretty big chunk of the $5.6B U.S. packaged coffee category--not to mention the global market. Coming this January 2012, Starbuck's consumers will have their choice: Blonde, Medium, or Dark.
So what's the story on the new Blonde coming to Starbucks®, you ask? Dub Hay, senior vice president, Global Coffee Authority for Starbucks® explains, “through 80 variations, we perfected the Blonde Roast curve and developed the exact taste we were striving for--the proof, Hay continues, "is in the cup, and we are confident coffee drinkers will agree.”
The new coffees in the Blonde category include: Starbucks Veranda Blend™, Starbucks Willow Blend™, Decaf Starbucks Willow Blend™ and Starbucks VIA® Ready Brew Veranda Blend™. These new coffees, will be sold in retail stores and grocery stores in the U.S. and Canada and will be available in whole bean, roast and ground, as well as Starbucks VIA® Ready Brew (instant) and K-Cup® Portion Packs. Coinciding with the launch of Starbucks® Blonde Roast will be the introduction of new coffee packaging organized by roast – Starbucks® Blonde Roast, Starbucks® Medium Roast, and Starbucks® Dark Roast.
About Starbucks Corporation.
Founded in 1971, Starbucks Coffee Company has been known their commitment to ethically sourcing and roasting the high-quality arabica coffee for distribution in their stores around the globe. To learn more, please visit Starbucks online.