News

Starbucks promotes blonde ambition

January 11, 2012

Starbucks Coffee Company has announced the availability of Starbucks Blonde Roast, a lighter roast coffee from the company designed to meet the needs of the 54 million coffee drinkers in the U.S. who say they prefer a lighter roast coffee. Starbucks Blonde Roast will be available as a brewed option in Starbucks stores in the U.S. and is available in packaged coffee in Starbucks and grocery store locations.

“It took eight months and more than 80 different recipe and roast iterations before we landed on the exact flavor profile our customers told us they were looking for,” said Brad Anderson, master roaster for Starbucks. “They told us they wanted a flavorful, lighter-bodied coffee that offers a milder taste and a gentle finish. Starbucks Blonde Roast delivers.”

The coffee extends Starbucks roast spectrum to now include Starbucks Blonde Roast, in addition to the medium and dark roast coffees on which the foundation of the company’s business was built. Starbucks Blonde Roast selections include Starbucks Veranda Blend, Starbucks Willow Blend and Starbucks Decaf Willow Blend.

To help coffee drinkers determine the coffee taste and intensity they prefer, Starbucks will host “Find the Roast You Love Most” tasting events in the U.S. from Jan. 12-14, at participating stores nationwide. The events will be hosted for three hours each day (times vary by market) and customers will be able to taste Starbucks Blonde Roast alongside Starbucks Medium Roast and Starbucks Dark Roast coffees. Those who put their taste buds to the test will receive a sticker declaring their roast preference, as well as a free sample of Starbucks Blonde Roast to brew at home, or a coupon for $1 off their choice of a pound of any Starbucks coffee or any 8- or 12-pack of Starbucks VIA Ready Brew. Similar tasting events will be held in Canada in early February.

“This new roast profile will allow us to increase our share of the brewed coffee market down the grocery aisle where a majority of coffee sales are in the light and medium roast categories. This segment of the market represents a $1 billion opportunity for the company in the U.S. alone,” said Jeff Hansberry, president, Channel Development for Starbucks.

Coinciding with the launch of Starbucks Blonde Roast is the introduction of new Starbucks coffee packaging organized by roast – Starbucks Blonde Roast, Starbucks Medium Roast, and Starbucks Dark Roast.

“We know customers are frustrated when it comes to finding the coffee that is right for them,” Hansberry said. “Organizing our coffees by Starbucks Blonde, Medium, and Dark Roast will make it easier for shoppers looking for coffee to find the taste that appeals to them.”

In other news, the company plans to announce its first quarter fiscal year 2012 financial results at the close of the financial markets Jan. 26, 2012. The company will host a live conference call which will be webcast at 2:00 p.m. Pacific time, and will be accessible from the investor relations portion of the company's website. A replay of the webcast will be available on the company's website until Feb. 24, 2012.

Read more about coffee and specialty beverage trends.