news35

news35

PHOTO CAPTION: The Starbucks Discoveries drinks will sell for ¥210 [Yen] including tax in convenience stores in the Tokyo metropolitan area. There are approximately 13,000 convenience stores carrying the Starbucks Discoveries beverages.
Beverage Marketing News Fax
Starbucks Discovers Ice Cold Coffee Is Hot In Japan By Richard Davis (Adds details, byline, to previous story) TOKYO, Japan --(BEVERAGE MARKETING)-- Tuesday, October 4, 2005In the mid-nineteenth century, Japan was a closed society, attempts by the United States to establish diplomatic relations were repeatedly rebuffed. However in 1853, Commodore Matthew C. Perry sailed to Japan in order to request the opening of Japanese ports to US ships. In the following year, Perry returned to Edo (Tokyo) Bay with a squadron of nine war ships, the so-called "black ships" (kurofune), to force his request upon the Japanese. In spring 1854, a treaty was concluded, which stationed consul opened up the ports of Shimoda and Hakodate for access to provisions, and mandating that shipwrecked seamen from US whaling vessels were to receive the assistance from Japanese authorities. Like Commodore Perry, Starbucks is sailing to Japan, but with a cold cup of chilled coffee, using the same high-quality coffee found in all Starbucks retail stores, Starbucks has teamed up with Suntory to manufacture and distribute the new Starbucks Discoveries coffee drink, Starbucks Coffee Japan, Ltd., will provide ongoing consulting support including local brand and marketing expertise for the Japanese market. Unlike Starbucks bottled Frappuccino coffee drinks or Starbucks DoubleShot espresso drinks in the United States and Canada, Starbucks Discoveries is made fresh and is kept refrigerated, with a short, 14-day shelf life, coffee designed to appeal to the local taste preferences in Asia, Starbucks Discoveries will initially be offered in two flavors, Seattle (latte) and Milano (espresso), and is available in the refrigerated case of convenience stores in the Tokyo metropolitan area. Young Japanese women or OLs (office ladies) tired of serving watered down green tea to Japanese executives, flock to the glitz and glamour under the Starbucks Mermaid logo in Tokyo's Ginza district, and yes, it's true: the first mate in Herman Melville's Moby-Dick, was the inspiration for the name of the coffee juggernaut, this whale of a coffee house was quick to harpoon Japan's so-called "Java junkies" thirst for super-premium gourmet coffees. "When I think back to the opening of the first Starbucks stores in Japan in 1996 and Taiwan in 1998, I am still humbled by how consumers in Asia have embraced the Starbucks Experience and integrated Starbucks into their daily lives," said Howard Schultz, Starbucks chairman. "With the introduction of Starbucks Discoveries, consumers can now enjoy a great Starbucks coffee beverage in their favorite Starbucks store or when on the go and there are no Starbucks stores nearby." said Schultz. CONTACT:Starbucks Corporation Alan Hilowitz, 206/447-1575, ext. 52690alan.hilowitz@starbucks.comhttp://www.starbucks.com
Powered by MSN TV