Manila, September 14, 2010 – Rustan Coffee Corporation, the sole licensee of Starbucks Coffee in the Philippines announced today that it will launch Starbucks VIA™ Ready Brew throughout Starbucks stores nationwide in the Philippines on September 15. 
Starbucks VIA™Ready Brew is Starbucks latest coffee innovation to hit the market in the Philippines. It is a transformational instant coffee that replicates the body and flavor of Starbucks® coffee in an instant form.
For more than 20-years, Starbucks has been looking for a way to guarantee Starbucks® coffee quality in an instant format.
Thus, Starbucks VIA™ Ready Brew is a game-changing innovation in the instant coffee category. Starbucks VIA™ was developed using a proprietary, patent-pending technology called Micro Ground Technology, which preserves the coffee’s natural aroma, taste, quality and freshness.
The Philippines is the third country in the world, outside North America to offer Starbucks VIA™ Ready Brew. Starbucks customers in the U.S., Canada, the U.K. and Japan have embraced this new product, and have become repeat purchasers as they discover that Starbucks quality coffee can be enjoyed anytime and anywhere.
Starbucks will begin its Starbucks VIA™ Taste Challenge tomorrow in Starbucks stores around the country, so that customers can try the breakthrough coffee innovation and make it their home, work and traveling companion.
“Starbucks VIA™ Ready Brew continues to excite customers and represents a significant opportunity for the company to expand our reach into the instant coffee market,” said Rustan Coffee President Noey Lopez. “Customers in other parts of the world have quickly adopted Starbucks VIA™ as their coffee while on the go. Whether it is brewed as a single cup before leaving the house, while traveling, or at the office, customers have found it is a convenient solution.”
Starbucks VIA™ Ready Brew is Starbucks first premium coffee stick product to be made available in the Philippines. With the body, flavor and rich aroma expected from Starbucks™ coffee, Starbucks VIA™ will create a new category for coffee drinkers looking to enjoy Starbucks quality coffee anytime and anywhere.
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“Starbucks VIA™ has clearly struck a chord with coffee drinkers in the Philippines; it’s a huge instant coffee market, but a lot of people are looking for a step up in quality,” said Lopez. “We believe Starbucks VIA™ tastes just like our fresh brewed coffee and upon tasting, customers will recommend it to family and friends.”
Poised for Growth
The company is optimistic about creating a new premium category in the Philippines’ home-use coffee market. The Philippines is Starbucks next step, as the company eyes the $23 billion instant and single serve coffee market. Just 10 months after its debut, Starbucks VIA™ Ready Brew has reached the $100 million mark in global sales and continues to gain momentum and customer adoption as customers find new times and ways to incorporate it into their daily routines.
Pricing and Availability
Starbucks VIA™ Ready Brew is 100 percent natural roasted arabica coffee in an instant and micro ground form that is rich and full bodied just like a fresh-brewed cup of Starbucks® coffee. Starbucks VIA™ is made with a proprietary, U.S. patent-pending technology to preserve the coffee’s taste .Starbucks VIA™ Ready Brew will be available at P130 (pack of 3) or P450 (box of 12). Starbucks VIA™ Ready Brew Decaf Italian Roast will be available at P130 (pack of 3) and P470 (box of 12).
About Starbucks
Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality arabica coffee in the world. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at www.starbucks.com
Starbucks in the Philippines is operated by Rustan Coffee Corporation (RCOC), the sole authorized licensee of Starbucks Coffee in the Philippines. Starbucks Philippines opened its first retail store on December 4, 1997at 6750 Ayala Avenue, Makati City. To date, there are 160 Starbucks stores located across the country.
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