Overview - Starbucks Coffee Company

[Pages:2]Overview: As part of our commitment to bringing exceptional coffee to our customers, Starbucks is introducing Verismo? system by Starbucks, an at-home single cup machine that will craft Starbucks quality espresso beverages, from lattes to americanos, and brewed coffee consistently and conveniently, one cup at a time.

Use the following FAQs to help answer any additional questions.

Q: What is Starbucks announcing today? A: As part of our commitment to bringing exceptional coffee to our customers, Starbucks is introducing Verismo? system by Starbucks, its signature at-home, single cup machine that will consistently and conveniently craft Starbucks quality espresso drinks and brewed coffee, one cup at a time.

Q: When will Verismo? system by Starbucks and the Starbucks? pods be available? A: Verismo? system by Starbucks and a selection of Starbucks? coffee and milk pods will be available online, in Starbucks retail stores and select specialty stores in the U.S., Canada and in select international markets beginning this fall, just in time for the holidays.

Q: What makes Verismo? system by Starbucks unique? A: Starbucks latest innovation in the premium single cup category combines signature Starbucks? Espresso Roast with precise Swiss engineering and a patent-pending high pressure extraction capability, giving customers the ability to create the kind of perfectly crafted lattes that are signature to Starbucks quality.

Q: Will all Starbucks retail stores carry Verismo? system by Starbucks? A: Initially we will have a tiered assortment strategy in participating U.S., Canada and select international markets.

Q: Will Starbucks retail stores be the exclusive point of sale for the Verismo? system by Starbucks? A: No. Verismo? system by Starbucks will also be available on and in select specialty retailers at launch and more broadly after.

Q: Will the Verismo? system by Starbucks and Starbucks? coffee and milk pods be available on ? A: Yes, starting this fall, Verismo? system by Starbucks products will be available on-line for purchase in the U.S.

Q: Will my partner discount apply to the purchase of a Verismo? system by Starbucks? A: Yes. All products in Starbucks retail stores and on are eligible for partner discounts.

Q: Which coffees will be made available to brew on Verismo? system by Starbucks? A: Coffee and espresso pods will initially be made available in three blends to address the needs and preferences of our customers.

Q: Are the coffees used in Starbucks? pods sourced the same as our other coffees? A: Yes. Starbucks? pods are made using 100 percent arabica beans, sourced by Starbucks and roasted at the peak of freshness.

Q: Who are you partnering with to bring the Verismo? by Starbucks to market? A: Through a strategic relationship with Germany-based Krueger GmbH & Co. KG, Starbucks will market and sell the premium Verismo? system by Starbucks machine together with Starbucks-sourced 100 percent arabica coffee and a selection of milk pods in select markets.

Q: Doesn't Krueger already have a pod machine available in retail stores? A: Yes. However, the Verismo? system by Starbucks is the only at-home, single cup machine that will consistently and conveniently craft Starbucks quality espresso drinks and brewed coffee, one cup at a time.

Q: Why is Starbucks introducing Verismo? system by Starbucks now? Doesn't this compete with our introduction of Starbucks? K-Cup? Packs? A: We are committed to strengthening our global leadership position in the premium single cup coffee category. The premium single cup segment is the fastest growing segment of the coffee market, up 138 percent over last year in the U.S. alone. To support this growth and customer demand K-Cup? Packs will be available in participating Starbucks retail stores this summer.

Q: How is this machine different from the Keurig? Brewing System? A: The Keurig? Brewing System is a low pressure system which is ideal for a consistent cup of brewed coffee. Verismo? system by Starbucks has the technology to brew espresso under high pressure which is what creates the intense, caramelly-sweet notes that stand up to milk and customers look for in espresso-based beverages.

Q: Doesn't Starbucks already have a Verismo machine? A: Verismo? was the name of our behind the bar espresso machine in our retail stores, prior to the roll out of the new Mastrena?. Verismo? is an Italian grand opera influence. And, to us this word exemplifies the perfect harmony between coffee and technology.

Q: As more people prepare coffee beverages ? and now Starbucks? espresso beverages at home ? do we anticipate a decrease in visits to Starbucks cafes? A: Customer research shows the at-home premium, single-cup coffee occasion will not replace visits to Starbucks retail stores. Visits to Starbucks are viewed as a break from the everyday and provide a special moment of connection in one's day that drinking Starbucks? coffee at home cannot replace.

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Keurig, the Cup and Star design, Keurig Brewed and K-Cup are registered trademarks of Keurig, Inc. Used with permission. K-Cup? packs for use in the Keurig? Brewing Systems

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