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Starbucks celebrates in an instant
By Nie Xin |
00:00 UTC+8 April 11, 2011
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Print Edition
Print Edition
STARBUCKS fans around the world may have already seen the famous coffee brand's new logo rolled out on the sides of cups from last month, although it could be a while before the signage in the coffee shops change - it takes a while to update 16,500 stores.
It's part of this year's 40th anniversary of Starbucks celebrations. Besides the new logo, an updated Xintiandi outlet in Shanghai, seasonal beverages and new cakes added to the menu, the launch of Starbucks VIA instant coffee might be the most exciting news to Starbucks fans.
Last Wednesday, Starbucks Coffee Company launched its breakthrough Starbucks VIA Ready Brew in all China stores, expanding upon the company's coffee expertise and leadership.
"Starbucks VIA is made from roasted Arabica coffee in an instant and micro-ground form that is rich and full bodied just like a fresh-brewed cup of Starbucks coffee," says Wang Jinlong, chairman of Starbucks China.
Made with the highest-quality coffee beans sourced from 3 percent of the world's top coffee, Starbucks VIA can be made by adding hot or cold water which brews the coffee in an instant. Starbucks VIA Ready Brew is pre-portioned into single-serve packets and packaged in packs of three or boxes of 12.
It is now available in both Italian Roast and Colombia varieties. The retail price for Chinese mainland is 25 yuan (US$3.82) for a three-pack and 88 yuan for a 12-pack.
"We believe VIA will change the way people drink coffee and where they enjoy it. It took 20 years for us to create a coffee that delivers Starbucks coffee quality in an instant, and we're excited to make that available throughout Chinese mainland," says Wang.
Starbucks VIA Ready Brew has already been named "Most Innovative New Product of the Year" in the UK by Allegra Strategies, "Best New Consumer Product" by Progressive Grocer magazine in the US and the No. 6 new hit product by Nikkei Business Magazine in Japan. These awards further establish Starbucks VIA Ready Brew as a leader in the instant coffee market.
"We know that as more people try this product, more people will like it and adopt it into their daily routine so they will never be without great coffee," adds Wang.
Until yesterday, customers were invited to join the Starbucks VIA Ready Brew Taste Challenge at their neighborhood Starbucks store. Participants tasted Colombia Starbucks VIA next to fresh-brewed coffee and challenged themselves to guess which one was made in an instant.
"My Starbucks VIA Moment" is an online promotion that gives consumers the opportunity to experience the essence behind Starbucks VIA Ready Brew - consumers can enjoy Starbucks coffee anytime and anywhere.
From tomorrow to May 23, coffee lovers can sign in to the "My Starbucks VIA Moment" website at www.starbucks.com.cn or Jiepang.com and upload photos of their VIA moment.
Participants will have the chance to win round-trip airline tickets to Seattle, Washington in the US, the hometown of Starbucks, provided by Delta Airlines. The departure cities are Beijing, Shanghai and Guangzhou.
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.
Starbucks entered the China market in 1998 with the opening of its first store in Taipei, Taiwan. The first Starbucks store located on Chinese mainland was opened in Beijing in January 1999 and the first store in Shanghai was opened on Huaihai Road in May 2000.
Through unwavering commitment to excellence and guiding principles, they bring the unique Starbucks experience to life for every customer in China through every cup.
The store in the trendy upscale Xintiandi area of Shanghai is regarded as one of the most attractive Starbucks outlets in the world.
The exterior architecture is very typical for this section of Shanghai and the interior is accentuated with some traditional Chinese flourishes, but the menu remains precisely the same as it is in any Starbucks around the world.
Starbucks has never stopped bringing fresh tastes to its customers and the new season features a number of exciting arrivals.
The headliner is the Starbucks Tribute Blend, a bold coffee that is a post-roast blend of four different beans and is one of Starbucks' best coffees to date.
The blend includes aged Sumatran, sun-dried Ethiopian, Papua New Guinean and Colombian beans. The coffees in the mix were chosen primarily for the way they combined into one well-balanced brew, but were also selected because they represent the diversity of Starbucks coffee beans from different parts of the world.
Another new drink is the Cocoa Cappuccino, a cappuccino made with bittersweet chocolate syrup and packing a much stronger chocolate and coffee punch to it than a regular mocha does.
The drink is available both hot and iced. The iced cappuccino is a completely new menu option, made with espresso shots, chocolate sauce and cold milk over ice, topped with freshly steamed foam. The hot version is absolutely delicious, with a great balance of espresso and bittersweet chocolate.
They are also promoting the low-calorie aspect of this drink (150 calories in a tall cup with 2 percent milk).
The Starbucks Petites are a permanent addition to the food menu, a series of eight under-200-calorie treats that come in small sizes for those looking for a lighter or smaller sweet with their coffee.
The lineup includes three cake pops - Tiramisu, Birthday Cake and Rocky Road - Lemon Bars, Salty Caramel Bars, Mini Red Velvet Whoopie Pies, Mini Carrot Cupcakes and Mini Peanut Butter Cupcakes.
It's part of this year's 40th anniversary of Starbucks celebrations. Besides the new logo, an updated Xintiandi outlet in Shanghai, seasonal beverages and new cakes added to the menu, the launch of Starbucks VIA instant coffee might be the most exciting news to Starbucks fans.
Last Wednesday, Starbucks Coffee Company launched its breakthrough Starbucks VIA Ready Brew in all China stores, expanding upon the company's coffee expertise and leadership.
"Starbucks VIA is made from roasted Arabica coffee in an instant and micro-ground form that is rich and full bodied just like a fresh-brewed cup of Starbucks coffee," says Wang Jinlong, chairman of Starbucks China.
Made with the highest-quality coffee beans sourced from 3 percent of the world's top coffee, Starbucks VIA can be made by adding hot or cold water which brews the coffee in an instant. Starbucks VIA Ready Brew is pre-portioned into single-serve packets and packaged in packs of three or boxes of 12.
It is now available in both Italian Roast and Colombia varieties. The retail price for Chinese mainland is 25 yuan (US$3.82) for a three-pack and 88 yuan for a 12-pack.
"We believe VIA will change the way people drink coffee and where they enjoy it. It took 20 years for us to create a coffee that delivers Starbucks coffee quality in an instant, and we're excited to make that available throughout Chinese mainland," says Wang.
Starbucks VIA Ready Brew has already been named "Most Innovative New Product of the Year" in the UK by Allegra Strategies, "Best New Consumer Product" by Progressive Grocer magazine in the US and the No. 6 new hit product by Nikkei Business Magazine in Japan. These awards further establish Starbucks VIA Ready Brew as a leader in the instant coffee market.
"We know that as more people try this product, more people will like it and adopt it into their daily routine so they will never be without great coffee," adds Wang.
Until yesterday, customers were invited to join the Starbucks VIA Ready Brew Taste Challenge at their neighborhood Starbucks store. Participants tasted Colombia Starbucks VIA next to fresh-brewed coffee and challenged themselves to guess which one was made in an instant.
"My Starbucks VIA Moment" is an online promotion that gives consumers the opportunity to experience the essence behind Starbucks VIA Ready Brew - consumers can enjoy Starbucks coffee anytime and anywhere.
From tomorrow to May 23, coffee lovers can sign in to the "My Starbucks VIA Moment" website at www.starbucks.com.cn or Jiepang.com and upload photos of their VIA moment.
Participants will have the chance to win round-trip airline tickets to Seattle, Washington in the US, the hometown of Starbucks, provided by Delta Airlines. The departure cities are Beijing, Shanghai and Guangzhou.
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.
Starbucks entered the China market in 1998 with the opening of its first store in Taipei, Taiwan. The first Starbucks store located on Chinese mainland was opened in Beijing in January 1999 and the first store in Shanghai was opened on Huaihai Road in May 2000.
Through unwavering commitment to excellence and guiding principles, they bring the unique Starbucks experience to life for every customer in China through every cup.
The store in the trendy upscale Xintiandi area of Shanghai is regarded as one of the most attractive Starbucks outlets in the world.
The exterior architecture is very typical for this section of Shanghai and the interior is accentuated with some traditional Chinese flourishes, but the menu remains precisely the same as it is in any Starbucks around the world.
Starbucks has never stopped bringing fresh tastes to its customers and the new season features a number of exciting arrivals.
The headliner is the Starbucks Tribute Blend, a bold coffee that is a post-roast blend of four different beans and is one of Starbucks' best coffees to date.
The blend includes aged Sumatran, sun-dried Ethiopian, Papua New Guinean and Colombian beans. The coffees in the mix were chosen primarily for the way they combined into one well-balanced brew, but were also selected because they represent the diversity of Starbucks coffee beans from different parts of the world.
Another new drink is the Cocoa Cappuccino, a cappuccino made with bittersweet chocolate syrup and packing a much stronger chocolate and coffee punch to it than a regular mocha does.
The drink is available both hot and iced. The iced cappuccino is a completely new menu option, made with espresso shots, chocolate sauce and cold milk over ice, topped with freshly steamed foam. The hot version is absolutely delicious, with a great balance of espresso and bittersweet chocolate.
They are also promoting the low-calorie aspect of this drink (150 calories in a tall cup with 2 percent milk).
The Starbucks Petites are a permanent addition to the food menu, a series of eight under-200-calorie treats that come in small sizes for those looking for a lighter or smaller sweet with their coffee.
The lineup includes three cake pops - Tiramisu, Birthday Cake and Rocky Road - Lemon Bars, Salty Caramel Bars, Mini Red Velvet Whoopie Pies, Mini Carrot Cupcakes and Mini Peanut Butter Cupcakes.
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