Starbucks marks success of Starbucks® Blonde Roast Coffee in Canada

Canadians know what they like - and now they have the chance to rename the iconic coffee chain's popular lighter blend

TORONTO, Jan. 28, 2013 /CNW/ - Nearly a year ago, Canadians got their first taste of Starbucks® Blonde Roast coffee - a Starbucks® coffee developed with Canadians in mind who don't think they like Starbucks® coffee.  Since then, the company has seen a significant response from Canadian consumers who are embracing the milder, easier drinking blend. In fact, Starbucks® Blonde Roast accounts for 12% of all brewed coffee purchased at Starbucks® stores, less than a year since its launch, and in fact on a per person basis, Canadians drink twice as much Blonde Roast coffee as Americans.

"Starbucks® Blonde Roast has been very successful largely because it's our first "lighter roasted" coffee, with a mellow but distinct taste that's specially crafted to complement milk, sugar and flavours," says Annie Young-Scrivner, president, Starbucks Canada.  "It's perfectly suited for Canadian palates and allows us to connect with coffee drinkers who think Starbucks® coffee is too dark.  We're thrilled to celebrate this coffee's success and welcome new customers."

Name That Blend Canada!
Because the response to Starbucks® Blonde Roast, and in particular, Veranda BlendTM/MC has been so resoundingly positive in Canada, Starbucks is extending an honour to Canadians that is traditionally reserved for just the company's coffee masters and master blenders: an invitation to re-name the popular Starbucks® Blonde Roast blend to recognize its success in Canada. This marks the first time globally that the brand will be launching a major re-naming and packaging re-design for one of its coffee blends based on consumer submissions and popular vote.

Starting today, through until February 10, 2013, Starbucks® Blonde Roast drinkers and coffee lovers can visit www.starbucks.ca/Blonde to review the rules and submit their entry for a new and uniquely Canadian name for Starbucks® Blonde Veranda BlendTM/MC.  The winning name will be incorporated into new packaging designs that will be available in Starbucks stores.

To help kick things off, well-known Canadian coffee lover, decorated Canadian Race Car Driver and 2003 Champ Car World Series Champion, Paul Tracy, brewed up a name of his own:

"I've chosen the name Canadian Formula because Starbucks® Blonde Roast IS the Canadian Formula, as it meets the taste preferences of Canadian coffee drinkers. But I also wanted to make sure that my name submission reflected my personal accomplishments being the youngest ever Canadian Formula Ford Champion."

Starbucks Canada will shortlist three finalists and a grand prize winner will be determined by public vote from February 18-25, 2013. The winner will be awarded a trip for two to meet a friend for coffee at a Starbucks® store in Canada as well as a $500 CAD Starbucks card and $400 spending money. Runners-up will each receive coffee for a year in the form of a $1,000 in Starbucks cards.

Abbreviated Contest Rules
NO PURCHASE OR PAYMENT IS NECESSARY TO ENTER OR WIN THIS CONTEST. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. ENTRY OPEN TO LEGAL RESIDENTS OF CANADA  (EXCLUDING QUEBEC) WHO HAVE REACHED THE AGE OF MAJORITY IN THEIR PROVINCE OR TERRITORY OF RESIDENCE AT TIME OF ENTRY. CONTEST IS VOID IN QUEBEC AND WHERE PROHIBITED. THIS PROMOTION IS IN NO WAY SPONSORED, ENDORSED OR ADMINISTERED BY, OR ASSOCIATED WITH, FACEBOOK. ANY INFORMATION PROVIDED IS BEING PROVIDED TO THE SPONSOR AND NOT TO FACEBOOK. LIMIT OF ONE ENTRY PER PERSON PER DAY THROUGHOUT THE ENTIRE CONTEST PERIOD.

Contest begins January 28, 2013 at 12:00:00 AM Eastern Time ("ET") and ends February 25, 2013 at 11:59:59 PM ET (the "Contest Period"). The opportunity to participate in the first round ("Round 1") of the Contest is January 28, 2013 12:00:00 AM ET, through February 10, 2013 11:59:59 PM ET. Contest is sponsored by Starbucks Coffee Canada, Inc., 5140 Yonge Street, Suite 1205, Toronto, ON M2N 6L7. Contest is offered and open only to persons legally residing in Canada (excluding residents of Quebec) who have reached the age of majority in their province or territory of residence at time of entry in this Contest and have a valid Facebook account. Contest is void in Quebec and where prohibited by law.  HOW TO ENTER:  Access the Starbucks "Name Your Blend" Contest Website (the "Website") online at www.starbucks.ca/Blonde, click the "Name Your Blend" button; you will then be prompted to log in to your Facebook account and accept the "Name Your Blend" application. Follow the instructions by providing your name choice to rename a coffee blend along with your essay that must be between 25 and 1,000 characters describing why you chose the name and how it relates to the Starbucks image/brand. All blend names and essays ("Entries") must be submitted in English. PRIZES: One (1) Grand Prize: Approximate Retail Value ("ARV.") $5,500 CAD.  Two (2) Finalists Prizes: ARV. $1,000 CAD each.  Total ARV of all prizes: $7,500 CAD. Contest is subject to full rules which are available at this location or at www.starbucks.ca/Blonde.

This Contest is in no way sponsored, endorsed or administered by, or associated with, Facebook.  You understand that you are providing your information to Starbucks Coffee Canada, Inc. and not to Facebook. The information you provide will only be used for verification of your eligibility to participate in the promotion. Please direct any questions or comments regarding this promotion to Starbucks Coffee Canada, Inc.

About Starbucks® Blonde Roast
Starbucks master roasters took some of the world's finest arabica beans and explored more than 80 recipes during the course of eight months before selecting the final coffees for Starbucks® Blonde Roast. To draw out its soft flavours, Starbucks® Blonde Roast has a shorter roast time, creating a premium, approachable and perfectly balanced cup of lighter-bodied coffee. Starbucks® Blonde Roast selections include Starbucks® Veranda BlendTM/MC. Starbucks Willow BlendTM, and Starbucks Decaf Willow BlendTM/MC.

About Starbucks Corporation
Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest-quality arabica coffee. 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 www.starbucks.ca.

SOURCE: Starbucks Coffee Company

For further information:

Sarah Marinelli
Edelman
sarah.marinelli@edelman.com
416-849-2496