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Saturday, September 04, 2010

Starbucks Announces Availability of Starbucks VIA® Ready Brew in the Philippines

I just received good news from Starbucks, and this is about their announcement that the Starbucks VIA Ready Brew will be available this mid September in all branches of Starbucks. Coffee fans and addicts will be happy to hear this announcement and everyone can enjoy Starbucks coffee at home, in the office and every where.

Check out the news article below for more details.

Starbucks (NASDAQ: SBUX) announced that the Philippines will be the fourth market to offer Starbucks VIA® Ready Brew. Starting mid-September, all Starbucks stores in the Philippines will carry Starbucks VIA® Ready Brew in Colombia, Italian Roast and Decaffeinated Italian Roast.

“We know there is a significant opportunity in the Philippines marketplace for Starbucks VIA® Ready Brew since nearly 100 percent of retail coffee sales come from instant coffee*,” said Howard Schultz, chairman, president and ceo, Starbucks Coffee Company. “We know rapid innovation for Starbucks VIA® and creating opportunities to further increase awareness and trial of Starbucks VIA® broadens our overall customer base both in the U.S. and in international markets.”

Starbucks opened its first store in Makati City, Philippines through a licensing agreement with Rustan Coffee Corporation in December 1997. Today, there are more than 160 stores throughout the Philippines, and Starbucks growth has played a key role in building a strong local coffee culture in the country.

The Philippines will join Japan as the second country in Asia to offer Starbucks VIA® Ready Brew. Starbucks Japan launched Starbucks VIA® last April to rave reviews. More than 10 million sticks have already been sold in Starbucks stores throughout Japan, with distribution expansion plans set for September as VIA® enters grocery and trade channels.
As a premium-portion stick coffee solution that doesn’t require any special equipment, Starbucks VIA® is resonating with consumers and meeting untapped demand.

By expanding the product line beyond Colombia and Italian Roast varieties and into new channels, innovation around the Starbucks VIA® platform remains a priority for the company. Starbucks VIA® Ready Brew Decaffeinated Italian Roast launched last November, and Starbucks VIA® Ready Brew Iced Coffee launched in late June; both representing the beginning of the Starbucks VIA® innovation pipeline.

Starbucks VIA® Ready Brew is made from 100 percent natural roasted arabica coffee in an instant and microground form that is rich and full bodied in flavor, just like a fresh-brewed cup of Starbucks® coffee. Starbucks VIA® is made with a proprietary, U.S. patent-pending technology to preserve the coffee’s flavor.

About Starbucks
Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality arabica coffee in the world. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at

*Source: Euromonitor, July 4, 2010
Azrael Coladilla is the blogger and founder of Azrael's Merryland Blog. This blog started as a personal blog in 2003, and then converted the blog into a lifeblog about his interest and reporting about pop culture, lifestyle, entertainment, technology, food, travel, toys, outdoor adventure, internet and social media. Awarded as the 2009 Most Influential Blogger for Luzon, Philippines, awarded by the Philippine Blog Awards. He is the founder of several online communities - Manila Bloggers Network, PBNetwork PH, Oh My Food! community, Cavite Bloggers, Travel and Blog Community, and Philippine ToyCon. He loves to travel, explore, discover, eat new food, document and record his life, meet new people, do photography and collects Transformers toys.
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