February 14, 2012

CBTL in Big Box Stores - Target, Macy's and Dillard's - New Briosa Espresso Brewer


CBTL has struck a distribution deal to get their CBTL brewers and coffee capsules into big box stores, opening up the units to a channel that reaches millions of people a day. As I was shopping this weekend, I stumbled onto an end aisle display at the local Target store which had the CBTL brewer on it; little did I know that I had seen the effects of this major distribution move.

The CBTL Brewer and Capsule display had several coffees, teas and "mixers" in the line; I picked up some English Breakfast Tea, and a couple of versions of Espresso (Continental and Premium) that I liked when I reviewed the CBTL Americano Espresso Machine.

CBTL Briosa Espresso Machine

Target had the CBTL Americano for $149; the same price as the CBTL website. The Launch also marks the introduction of the new CBTL Briosa; a value priced machine at $119. See below. The Briosa claims to use high pressure, and looks to have the cup controls down the side, while no doubt keeping the same lever action single serve cartridge loading and ejection capabilities.

The new CBTL Briosa Espresso Machine
Full Press release after the jump…..

More at CBTL
The Coffee Bean & Tea Leaf® Parlays Consumer Enthusiasm for its CBTL® Single Serve System Into Aisles of Three New Retail Giants Pedigreed Coffee & Tea Brand Signs Up Target, Macy's & Dillard's to Distribute its Red-Hot Single Serve Beverage System

The CBTL® single serve beverage system by The Coffee Bean & Tea Leaf® has been wowing customers and critics alike since it was launched just over a year ago. As the only single serve system that offers customers the opportunity to make delicious espresso, coffee, and tea beverages at home, from an expert in all three, the CBTL® system has attracted the attention of retailers looking to provide the unique coffee house experience which The Coffee Bean & Tea Leaf® is known for to their customers.

The Coffee Bean & Tea Leaf® announced today that three new retailers will offer the CBTL® system to their customers: Target, Macy's and Dillard's. The launch at Target also marks the debut of the new CBTL® Briosa model machine. Value priced at $119, it joins the current Americano model to provide consumers shopping at these retailers even more options.
With the CBTL® system, customers can re-create their favorite The Coffee Bean & Tea Leaf® authentic espresso, coffee, tea and specialty beverages at home - with just one touch of a button. The stylish CBTL® system comes in a variety of machine models and colors, each featuring a twin pressure system that allows the machine to reach the high pressure needed to make authentic espresso and lower pressure for perfectly brewed coffee and tea. With its sleek Italian design based on the Caffitaly System technology and premium features, this multi-tasker is a welcome addition to any countertop.

"We have been delighted with the way consumers have embraced the CBTL® system," said Mel Elias, President & CEO of The Coffee Bean & Tea Leaf®. "And now we are so happy to have such major retailers as Target, Macy's and Dillard's take notice of the popularity CBTL® has achieved and agree to carry the line, making it easier for consumers to bring the experience of our cafe beverages into their homes."

The CBTL® system is designed to be used exclusively with CBTL® capsules, which feature The Coffee Bean & Tea Leaf® hand-selected premium espresso, coffee and hand-plucked whole leaf tea. Available in twenty varieties - with more on the way - each CBTL® capsule is hermetically sealed to prolong freshness and preserve the delicate aromas, and features an internal two-filter system to ensure evenly balanced extraction and optimal flavor.

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Posted by Scott Martin at February 14, 2012 7:22 AM
Recent Comments

And I'd meant to mention... the Briosa does not have ejection. It has a capsule tray (kinda like Senseo, removable with long handle, but with piercing blades like Keurig) and you remove spent capsules out the top.

Posted by: Rob at March 11, 2012 1:22 PM

I have a Briosa (open box) that's really noisy, and a Kaldi (Amazon $103 special) that disqualifies 90% of my coffee cups. :) Thinking maybe the Americano is the one to go for, and just put the Kaldi on my desk at work with some compostable cups.

Posted by: Rob at March 11, 2012 1:10 PM

CBTL Americano now being sold at Canadian Bed, Bath & Beyond stores for approx $160 CAD.

Since I'm impatiently waiting for Keurig to release their new Vue brewer in Canada (they refuse to reply to my inquiries about a possible Canadian release date), I'm trying to save up my $$$ for that instead, otherwise I would have given the CBTL a try.

Americano looks like a nice little machine & some of the flavors are rather interesting.

Posted by: SH at March 8, 2012 2:40 PM
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