Do coffee drinkers prefer Blonde or is Starbucks diluting its' image?

Do coffee drinkers prefer Blonde or is Starbucks diluting its' image?
Starbucks new Blonde Bombshell.

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.

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  • "it seems that more than 40 percent of U.S. coffee drinkers–or approximately 54 million consumers–prefer theirs blonde or light." I would love to know where you got that information. "Although, you may like your coffee tall, dark and roasted" All coffee is roasted for consumption (at least in the US). I don't mean to pick your article apart, I am just frustrated with Starbucks. They are a marketing machine that misinforms consumers with their "fun" words. They must have had enough complaints about burning their beans that they decided "blonde" would help reintroduce the light blends to the public. My favorite quote from a Starbuck's customer is "you just get used to the flavor". I'm glad I can see past the marketing campaigns... If you're in Chicago, there is no reason to be drinking this junk rather than Intelligentsia or Metropolis. Go Bears!

  • In reply to MyLifeIsCoffee:

    I got the numbers directly from their press release--I'll see if I can find out more. SMC

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