Starbucks Reserve Premium Single-Origin Coffee Line Launches in Select U.S. Markets This Fall

    Business Wire, August 17, 2010

    Unique flavors from exotic destinations like the Galpagos Islands
    will be available for coffee connoisseurs to experience in-store or brew
    at home.

    SEATTLE — Starbucks (NASDAQ: SBUX) today announced the launch of Starbucks
    Reserve, a line of ultra-premium, single-origin coffees available in
    select U.S. stores this fall. Chosen by Starbucks coffee buyers for
    their unique flavors and rarity, Starbucks Reserve coffees will be
    offered in limited quantities and while supplies last in select stores
    within metropolitan markets including New York City, San Francisco Bay
    Area, Los Angeles, Washington D.C., Boston, Seattle, Portland, Ore.,
    Chicago, Dallas, Philadelphia, Atlanta and Miami.

    The first offering, Galpagos San Cristbal, originated on San
    Cristbal, one of the oldest geological locations within the Galpagos
    Islands. The subtropical regions intense microclimate, rich volcanic
    soil and equatorial sun create ideal conditions for extraordinary
    coffee. Influenced by these environmental characteristics, Galpagos San
    Cristbal is a medium-bodied coffee that features fresh flavors and
    highlights of green herbs balanced by soft cocoa and spice.

    For nearly 40 years, our coffee buyers have traveled the world
    discovering the most exquisite tastes to appear in a coffee cup, said
    Dub Hay, senior vice president of coffee and global procurement,
    Starbucks Coffee Company. Only three percent of all the coffee grown
    around the world is good enough to make it into a bag of Starbucks
    Coffee. Sometimes we encounter a truly rare and special coffee and we
    can only purchase a small quantity. Starbucks Reserve represents our
    heritage as a purveyor of the worlds finest coffees, and were thrilled
    to offer our customers passage on this journey of discovery.

    Galpagos San Cristbal, and all other Starbucks Reserve coffees, will
    be available for sale as whole bean half-pound packages, and in select
    markets they will be available brewed by the cup through either the
    Clover brewing machine or Pour Over Brewing method. Clover brewing
    machines are currently featured in more than 60 stores in the U.S., and
    Starbucks will continue expanding the presence of Clover in additional
    Starbucks stores through the end of the year. Both the Clover brewing
    machine and Pour Over Brewing method are ideal methods to showcase
    flavor and highlight subtle nuances of Starbucks Reserve coffees.

    Beginning August 31, Galpagos San Cristbal will be available for sale
    as whole bean or hand-crafted by the cup in select markets, while
    supplies last. The suggested retail price for a half-pound of whole bean
    starts at $12.50 and a tall (12 fl. oz.) cup of Galpagos San Cristbal
    brewed by the cup coffee starts at $2.95.

    For customers looking to secure the first Starbucks Reserve coffee
    before the August 31 store debut, Galpagos San Cristbal will be
    available for purchase on www.starbucksstore.com
    starting August 17. And beginning August 21, participating stores will
    reserve half-pound bags of whole bean coffee to be picked up on August
    31.

    As a special preview to My Starbucks Rewards Gold level customers, an
    exclusive preview sale of Galpagos San Cristbal was hosted on Gilt
    Groupe on August 3. The coffee sold out in less than 12 hours as
    Starbucks most loyal customers recognized the distinctiveness of this
    coffee.

    Curating a private sale featuring Galpagos San Cristbal was a special
    opportunity to work with Starbucks to showcase this rare coffee and help
    them recognize loyal My Starbucks Rewards Gold level members, said
    Stefan Pepe, general manager, Gilt Home. The fact that this coffee sold
    out in less than a day shows that the most discerning of Starbucks
    customers recognized the rarity and special attributes of the coffee and
    appreciated the exclusiveness of the Gilt.com sale.

    Additionally, Starbucks invites customers to participate in a special
    preview tasting of the unique coffee on August 28 at participating
    Starbucks Reserve stores. Customers can visit their local store for
    times of each tasting event.

    While Galpagos San Cristbal is the first offering within the Starbucks
    Reserve line, beginning in October up to four exclusive Starbucks
    Reserve coffees will be available for a limited time in Starbucks
    stores. The first coffees available for a limited time will include Aged
    Sulawesi Kalosi, El Salvador Montecarlos Estate Pacamara, Nicaragua
    Corcasan Fair Trade Certified and Brazil Sul de Minas Peaberry
    coffee flavors

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