Starbucks Launches Rare 'Limited Reserve' Coffee Line for Fall

    Leading the Way in Quality, Starbucks Rolls out New Products where
Groceries are Sold, Including Ready-To-Drink Coffee Drinks and a Drinking
Chocolate line

    SEATTLE, October 17 /CNW/ - This fall and winter, coffee lovers will have
more chances to experience the best coffees the world has to offer through a
new line of rare and exquisite coffees, called Starbucks(R) Limited Reserve,
being launched by Starbucks Coffee Company (NASDAQ:   SBUX) nationwide where
groceries are sold. These exclusive offerings are made up of three exquisite
and limited-time-only coffees from each coffee growing region: Latin America,
Africa/Arabia, and Asia/Pacific regions.

    Applying Starbucks unprecedented expertise in coffee selection to bring
quality beans from each of the world's coffee growing regions, the Limited
Reserve line will deliver coffees that appeal to both the discriminating
connoisseurs and a typical coffee drinker by providing an amazing aroma and
taste experience. The continually changing line will give coffee lovers an
opportunity to explore a fine array of rare and distinctive flavors on an
ongoing basis.

    "For the last 10 years, Starbucks has provided consumers who buy their
coffee with their other groceries a chance to experience a great cup of
Starbucks(R) coffee at home," said Gerry Lopez, president of Starbucks Global
Consumer Products Group. "The Starbucks(R) Limited Reserve line will elevate
the at-home coffee experience even more. About every three months, we will
offer a new Starbucks(R) Limited Reserve coffee from each of the three
distinct coffee growing regions: Latin America, Asia/Pacific, and
Africa/Arabia. We think the Starbucks(R) Limited Reserve line will tempt those
who enjoy discovering new treasures."

    The Limited Reserve line was developed by the Starbucks Coffee
Department, specifically with those who buy coffee with their other groceries
in mind. Limited Reserve coffees are special, smaller batch coffees that are
found by Starbucks coffee experts who search the world for great coffee beans.
Inspired by their flavor and country of origin, Limited Reserve also showcases
the producers of these coffees for their exceptional quality.

    Starbucks has leveraged relationships with farms and estates known for
their high quality beans to highlight not only their unique coffees, but also
the flavors and stories that accompany these coffee producing regions.

    New Limited Reserve coffees available this fall include a floral and
juicy Colombian blend called Coupage del Sol(TM), which pairs perfectly with
nuts and caramel, including gooey pecan rolls or fresh zucchini nut bread.
From Africa/Arabia, we are offering a robust and exotic blend named after
Africa's Rift Valley in Central Africa (the birthplace of coffee), which goes
perfectly with citrus flavors including orange, cranberry and lemon. The third
Limited Reserve coffee comes from Asia Pacific and is a full-flavored Papua
New Guinea washed coffee with herbal notes and mouth-watering juiciness. This
complex coffee is the perfect complement to citrus, cinnamon, herbs, and
savory foods. Enjoy Papua New Guinea with a fresh fruit and cheese plate.

    "I'm thrilled to be able to offer the Papua New Guinea coffee in the
initial Limited Reserve line because it is unique and the flavor is as lush
and exotic as the island where it is grown and processed," said Anthony
Carroll, manager, Starbucks Green Coffee Quality. "The first time I tasted
this coffee, I new it was truly special. The juicy and herbal complexities of
the coffee are indicative of what the origin has to offer in terms of very
high-quality specialty coffee. When you taste the coffee it takes you to the
place where it was grown. The flavors channel the uniqueness of this far-flung
island with its incredible landscapes, flora and fauna."

    As the initial Limited Reserve coffees are sold, look for the second wave
this winter with three more exciting blends, including a crisp coffee from
Mexico, an East African blend, and a special blend from Asia Pacific. Each 10
oz. bag will sell for approximately $9.99 each.

    Other Starbucks products and initiatives new for fall and winter that
will be available where groceries are purchased include:

    --  New Starbucks(R) Mild Blend coffees: Offering consumers with
additional blends they are looking for and the milder profiles they may
prefer, Starbucks is introducing two deliciously flavorful mild packaged
coffees this fall: the Daily Horizons Blend(TM) and the Half Caffeinated
Breakfast Blend.

    --  Transforming the Coffee Aisle: Grocery stores will soon be enhanced
with a new way to purchase Starbucks(R) packaged coffee and ready-to-drink
coffee beverages. Inspired by the belief that coffee is not just a beverage,
it is an experience, Starbucks set out to change that experience within the
grocery aisle. This year Starbucks began working with grocery and other retail
stores to transform the very shelves on which packaged coffee is stocked by
introducing a new "Center Store Cafe" concept to stores across the country.
This transformation includes creative touches from the design of the shelves
to a how the coffee is arranged on them. The new premium coffee aisle fixtures
can help elevate the grocery experience for shoppers and can be configured to
include wood fixtures, coffee education displays, lighting and more.

    --  Starbucks(R) Bottled Frappuccino(R) Coffee Drinks: Recognizing that
dark chocolate is a flavor profile that Starbucks customers enjoy, Starbucks
is rolling out a line of dark chocolate Starbucks(R) bottled Frappuccino(R)
coffee drinks. The first beverage, available for a limited time this fall
through the holiday season, is the Starbucks(R) Dark Chocolate Peppermint
Mocha bottled Frappuccino(R) coffee drink.

    --  Starbucks(TM) Liqueurs: In a nod to the authentic Starbucks
Experience in the spirits industry, the professional tasters at the Beverage
Testing Institute (BTI) have named Starbucks(TM) Coffee Liqueur as "Best
Tasting Coffee Liqueur," Starbucks(TM) Cream Liqueur as "Best Tasting Cream
Liqueur," and when combined together (with other ingredients) as the "Best
Tasting Mudslide" recipe. A 750ml bottle of Starbucks(TM) Coffee Liqueur or
Starbucks(TM) Cream Liqueur retails at an average price of $22.99, which
varies by market. The product also is available in 1L and 50ml sizes.

    --  New Hershey's Partnership: In July, Starbucks Coffee Company and The
Hershey Company announced a development and distribution agreement that will
help transform the premium chocolate segment. Together, Starbucks and
Hershey's will elevate and transform an ordinary "hot chocolate" occasion into
a smooth and luxurious experience with its drinking chocolate line. The three
flavors include Double Delish, Marshmallow Memories, and Peppermint Merriment.
The chocolate chunks are mixed with milk to create a delicious beverage that
is a melange of fine dark and European-style milk chocolates. When united with
steaming milk, the chocolate creates rich, velvety drinking chocolate. This is
the first product in Starbucks new chocolate platform and will be available
where groceries are sold. The approximate retail price is $7.99 per package,
which makes about 8 servings.

    While there are dozens of new options offered in the coming year from
Starbucks in grocery and other retailers, some ingredients remain consistent -
commitment to quality products that inspire and give people a chance to
connect with one another. No matter how it's packaged, people everywhere make
coffee a part of their daily ritual. Starbucks looks forward to making that
ritual better tasting, more accessible and truly inspirational.

    About Starbucks Coffee Company

    Starbucks Coffee Company (NASDAQ:   SBUX) 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

For further information:

For further information: Starbucks Coffee Company Lara Wyss,
206-318-7100 or Edelman Public Relations Katherine Morin,

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