News
Starbucks to take customers on 8-week coffee journey
March 8, 2010
Starbucks Corp. has kicked off today eight weeks of coffee exploration by featuring a different coffee each week in its participating U.S. and Canada retail stores. Coffee lovers in the U.S. who purchase a brewed coffee every week and track their experience through a Coffee Journey Card will receive a free 1-pound bag of whole bean coffee. Coffee Journey Cards are available while supplies last in U.S. participating stores. Customers who participate in the Coffee Journey and receive a sticker during each of the eight weeks will receive a free 1-pound whole bean bold coffee of their choice.
"We have a remarkable selection of high-quality bold coffees from around the globe and we wanted to provide an opportunity to showcase them," Dub Hay, Starbucks senior vice president, Coffee, said in a news release. "Highlighting bold coffees also provides a backdrop for us to implement the Pour Over brewing method, which helps ensure our brewed customers can quickly have a bold coffee of their choice after 12 p.m."
Through May 3 in participating U.S. and Canada company-operated and licensed stores, customers have the choice between a featured "Bold Pick of the Week" or the smooth, medium-bodied Pike Place Roast. Additionally, a tall brewed coffee is priced at $1.50 plus tax where applicable in U.S. participating stores.
Starbucks Bold Coffee portfolio
The following coffees will be brewed and featured all week long during the eight-week promotion: Yukon Blend begins on March 9; Italian Roast begins on March 15; (Starbucks) RED begins on March 22; Komodo Dragon Blend begins on March 29; Caffe Verona begins on April 5; Cafe Estima Blend Starbucks Fair Trade Certified Coffee begins on April 12; Gold Coast Blend begins on April 19; and Sumatra begins on April 26.
Pour Over brewing method
The Bold Coffee Journey also marks the implementation of the Pour Over brewing method, a single-serve, brew-on-demand solution that quickly delivers a fresh cup of decaffeinated or regular brewed coffee during times when these are not already brewed. The method involves heating the water separately, then pouring the water over the ground coffee through a drip cone at the perfect speed.
The Bold Coffee Journey will come to life online at Starbucks.com/bold and on Starbucks Facebook fan page. All online elements for the bold promotion will debut today. On the Starbucks Facebook fan page, customers can discover their bold coffee personality through a customized application, while the Starbucks.com/bold page will feature blog topics spotlighting the featured bold coffee of the week. The Web site also will feature "bold life lessons" videos for each of the eight featured coffees, as well as Pike Place Roast.
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