Collaboration with BMW Group DesignworksUSA and Saeco Italy Creates the
New Starbucks(R) Sirena(TM) Espresso Machine Paired with a New Rare and
Organic Starbucks Espresso Blend
SEATTLE, November 15 /CNW/ - This holiday season, Starbucks Coffee
Company (NASDAQ: SBUX) introduces an exclusive espresso experience, the
Starbucks (R) Sirena(TM) Semi-Automatic Espresso Machine and Espresso
Regalo(TM) coffee. In development for more than two years, Sirena(TM) was born
from an innovative collaboration between Starbucks, BMW Group DesignworksUSA
and Saeco Italy. With a name that means "gift" in Italian, Espresso Regalo(TM)
is nothing short of a gift for the senses. The discovery of the rare, organic
and exclusive beans of the special Regalo blend inspired Starbucks to add a
new espresso blend to its collection for the first time in nearly 30 years.
Through the pairing of the hand-crafted machinery and the hand-roasted flavor
of the beans, design enthusiasts and coffee lovers are able to take the
Starbucks Experience home for the holidays.
"We're excited to bring world class espresso home for our customer, in a
way that is both simple and beautiful," said Maria Kaplan, Starbucks Director
of Coffee at Home. "The Sirena(TM) not only lives up to the high standards of
Starbucks espresso-making, but it is also a breakthrough blend of both beauty
and function. Through our collaboration we were able to work side by side with
so many talented designers, coffee experts and innovators to create a machine
that helps deliver the 'behind the bar' espresso taste and Starbucks
Experience at home."
"We refined this machine to represent the factors that are intrinsic to
the vision of each company," said Laurenz Schaffer, Director of Design, BMW
Group DesignworksUSA. "The design process was inspired by the very factors we
share - distinct quality and exceptional experience. The collaboration
resulted in a final product we're truly proud of." The styling and
functionality of Sirena(TM) fulfills the high standards set by Starbucks for
its outstanding coffee products and reflects its distinctive brand identity."
Sirena's Features will Rev-Up Your Engines
The Sirena(TM) machine offers simple elegance by combining thoughtful
easy to use functions with exceptional features and benefits to deliver a
perfect shot. Perfect for any espresso novice or expert, the Sirena(TM)
adjusts to the preference of the user, by automatically adjusting to the grind
to make a foolproof shot. The special Rapid Steam(TM) feature enables the user
to effortlessly pull shots and steam milk quicker than ever before by using
two boilers, a feature not offered by any other machine currently on the
market for the same retail price. It extends the classic artisan approach with
professional-grade parts, including a stainless steel pannarello and steam
wand. With 'dashboard' style controls and LED lights sitting on the black and
silver body, the Sirena(TM) makes an unmatched mark in any stylish kitchen
while streamlining the espresso experience from freshly ground espresso beans
to single-use pods.
The Sirena(TM) will be available in select Starbucks Coffee
company-operated stores in North America or online at www.Starbucks.com/Sirena
for $599.00 ($699.00 CAN).
An Epicurean Adventure for Espresso Lovers
Starbucks first new espresso blend in nearly 30 years, Espresso
Regalo(TM) is made from expertly roasted Ethiopia Yirgacheffe(R) and Costa
Rica central valley, 100 percent certified organic arabica beans. It is a
delicate coffee featuring an elegant and medium body with nuanced flavors of
floral notes, peppery spice and tropical citrus fruit while finishing with
soft hints of dark chocolate. It is a wonderful complement to the popular,
bolder Latin American and Asia Pacific espresso that is sold in whole bean
bags and served in store in all Starbucks(R) espresso beverages.
"We spend countless hours tasting and identifying some of the most
special coffees around the world and occasionally we taste something that's
truly unique in flavor and quality," said Anthony Carroll, manager, Green
Coffee Quality at Starbucks, who was involved in the development of Espresso
Regalo(TM). "This blend is one of those momentous creations that offer a
flavor unlike any other espresso we've ever tasted, and we're excited to share
that with our customers." Starbucks Espresso Regalo(TM) is available in 1/2
pound bags and retails for $8.95 in the U.S. ($11.95 CAN).
Starbucks Coffee Company provides an uplifting experience that enriches
people's lives one moment, one human being, one extraordinary cup of coffee at
a time. To share in the experience, visit www.starbucks.com.
About BMW Group DesignworksUSA
BMW Group DesignworksUSA is a global design consultancy that translates
the brand values of the world's premium organizations into successful
products. Unique to DesignworksUSA, they have both an automotive and
industrial design studio, enabling the transfer of collective knowledge and
inspiration from automotive design to product design and vice versa. Clients
turn to DesignworksUSA for brand communications, strategy, research, design
development, engineering, modeling, and color, materials, and finish.
DesignworksUSA was founded in 1972 and acquired by the BMW Group in 1995.
Verena C. Kloos oversees the strategic vision and daily operations of
DesignworksUSA, based in Los Angeles, CA, with studios in Munich and
For further information:
For further information: Starbucks Coffee Company Tricia Moriarty,
206-318-7100 email@example.com http://www.businesswire.com/cnn/sbux.shtml or
Edelman Public Relations Bradford Walton, 323-202-1417
firstname.lastname@example.org or BMW of North America, LLC Andreas Klugescheid,