Starbucks Betting Consumers Will Pay for Ultra-Premium Blends

Starbucks to launch Reserve line of single-origin coffees in select markets this fall.

August 19, 2010

SEATTLE - Starbucks announced earlier this week the launch of Starbucks Reserve, a line of "ultra-premium, single-origin" coffees that will be available in select U.S. stores this fall.

The Reserve coffees will be offered in limited quantities in major markets, including New York City, San Francisco, Los Angeles, Washington, D.C., Boston, Seattle, Portland, Chicago, Dallas, Philadelphia, Atlanta and Miami.

The first offer, Galápagos San Cristóbal (GSC), originated within the Galápagos Islands, whose intense microclimate and volcanic soil "create ideal conditions for extraordinary coffee," according to Starbucks.

All Starbucks Reserve coffees will be available for sale as whole bean or half-pound packages, as well as brewed by the cup in select markets. When GSC goes on sale August 31, its suggested retail price for a half-pound of whole beans will start at $12.50, and a 12-ounce cup of brewed by the cup coffee will sell for $2.95.

Starbucks is inviting customers at participating Reserve stores to participate in a preview tasting of GSC August 28.

Beginning in October, up to four additional Reserve coffees will be available for a limited time. The exclusive line will include Aged Sulawesi Kalosi, El Salvador Montecarlos Estate Pacamara, Nicaragua Corcasan Fair Trade Certified and Brazil Sul de Minas Peaberry.

For a list of Starbucks Reserve stores, visit http://www.starbucks.com/store-locator.

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