March 10, 2010

Starbucks Bold Tour - Drink Coffee, Get Free Wholebean

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Starbucks has rolled out an innovative plan to get people in the habit of coming to the shop, and drinking their coffee. Coffee drinkers who purchase a brewed coffee every week and track their experience through a Coffee Journey Card will receive a free 1-pound of whole bean coffee. Not bad for those who drink it anyway and if word of the program spreads, this might just get a few new users into the store too. The program started yesterday and runs through May 3rd.

"We have a remarkable selection of high-quality bold coffees from around the globe and we wanted to provide an opportunity to showcase them," said Dub Hay, Starbucks senior vice president, Coffee. "Highlighting bold coffees also provides a backdrop for us to implement the Pour Over brewing method which helps ensure our brewed customers can quickly have a bold coffee of their choice after 12 p.m."

Starbucks is also debuting the "Pour Over" method of brewing, also known as cone brewing where they will brew a cup of fresh decaffeinated or other bold coffee that isn't already brewed just for you. This sonds pretty appealing and offers a fresh cup instead of settling for a blend you aren't really interested in. They will take hot water, and pour it over the fresh grounds, filtering it through a cone right into your cup. I think that this is a great way to enjoy coffee and never fails to make a good cup if you start with a great ground coffee. More at Starbucks.


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Full Press Release is below.......

Starting kicks off eight weeks of coffee exploration by featuring a different bold coffee each week in its participating U.S. and Canada retail stores. Coffee lovers in the U.S. who purchase a brewed coffee every week and track their experience through a Coffee Journey Card will receive a free 1-pound of whole bean coffee. The Coffee Journey Cards are available beginning today and while supplies last in U.S. participating stores.

"We have a remarkable selection of high-quality bold coffees from around the globe and we wanted to provide an opportunity to showcase them," said Dub Hay, Starbucks senior vice president, Coffee. "Highlighting bold coffees also provides a backdrop for us to implement the Pour Over brewing method which helps ensure our brewed customers can quickly have a bold coffee of their choice after 12 p.m."

From today through May 3 in participating U.S. and Canada Company-operated and licensed stores, customers have the choice between a featured "Bold Pick of the Week" or the smooth, medium bodied Pike Place Roast(TM). In addition to offering these fresh high-quality coffees all day long, a Tall (12 fl oz) brewed coffee is a great value priced at just $1.50 plus tax where applicable in U.S. participating stores.

The Best of the Starbucks Bold Coffee Portfolio

The following coffees will be brewed and featured all week long during the eight-week promotion: Yukon Blend(R) begins on March 9; Italian Roast(R) begins on March 15; (Starbucks) RED begins on March 22; Komodo Dragon Blend(R) begins on March 29; Caffe Verona(R) begins on April 5; Cafe Estima Blend(R) Starbucks Fair Trade Certified Coffee begins on April 12; Gold Coast Blend(R) begins on April 19; and Sumatra begins on April 26.

"We hope customers are just as excited as we are about our collection of coffees for this spring and that they will discover a bold new favorite," said Jason Simpson, Starbucks coffee expert. "These bold and extra bold coffees highlight what makes Starbucks coffees so great--a dark roast, amazing flavor intensity and subtle complexities attributable to the country of origin and the altitude that it was grown. From our Yukon Blend(R) to Sumatra -- we have created an excellent line-up for our bold brewed coffee drinkers."

Coffee Journey Card for Brewed Coffee Customers

Starting today, customers in the U.S. can receive a Coffee Journey Card from their barista to track their bold coffee experience week to week. Customers who participate in the Coffee Journey and receive a sticker during each of the eight weeks will receive a free 1-pound whole bean bold coffee of their choice. The cards are available the first week of the promotion, while supplies last.

Pour Over Brewing Method

The Bold Coffee Journey also marks the implementation of the Pour Over brewing method, a single-serve, brew on demand solution that quickly delivers a fresh cup of decaffeinated and bold brewed coffee during times when these coffees are not already brewed. To prepare a great cup of fresh coffee, this method involves heating the water separately, then pouring the water over the ground coffee through a drip cone at the perfect speed.

Find Your Bold at www.Starbucks.com/bold

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Posted by Scott Martin at March 10, 2010 6:45 AM
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