Starbucks to bring Ready Brew to Philippines in September
Starbucks will launch VIA Ready Brew at all company stores in Philippines in the middle of September 2010, and the country will join Japan as the second country in Asia to offer VIA Ready Brew.
Starbucks VIA Ready Brew will be offered by the coffee company in three different flavors - Colombia, Italian Roast and Decaffeinated Italian Roast.
Starbucks opened its first Philippines outlet in Makati City, and currently operates around 160 stores throughout the country.
Starbucks Japan launched Starbucks VIA last April, and has plans to expand distribution in September as VIA lands in grocery and trade channels.
Starbucks Coffee Company president and CEO Howard Schultz said the company is aware that there is a significant opportunity in the Philippines marketplace for Starbucks VIA Ready Brew since nearly 100% of retail coffee sales come from instant coffee.
Starbucks claims that its VIA Ready Brew is made with a proprietary, US patent-pending technology, using natural roasted arabica coffee in an instant and microground form.
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