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 their unwavering commitment to excellence and guiding principles, Starbucks brings the unique Starbucks Experience to life for every customer through every cup.

What’s brewing? 😉 Starbucks recently announced that the Philippines in now the fourth market to offer Starbucks VIA® Ready Brew.  Started mid-September, all Starbucks stores in the Philippines carry the new product, Starbucks VIA® Ready Brew in flavors of Colombia, Italian Roast and Decaffeinated Italian Roast.

“We know there is a significant opportunity in the Philippines marketplace for Starbucks VIA® Ready Brew since nearly 100 percent of retail coffee sales come from instant coffee*,” said Howard Schultz, chairman, president and ceo, Starbucks Coffee Company.  “We know rapid innovation for Starbucks VIA® and creating opportunities to further increase awareness and trial of Starbucks VIA® broadens our overall customer base both in the U.S. and in international markets.”

Starbucks opened its first store in Makati City, Philippines through a licensing agreement with Rustan Coffee Corporation in December 1997.  Today, there are more than 160 stores throughout the Philippines, and Starbucks growth has played a key role in building a strong local coffee culture in the country.

The Philippines will join Japan as the second country in Asia to offer Starbucks VIA® Ready Brew.  Starbucks Japan launched Starbucks VIA® last April to rave reviews.  More than 10 million sticks have already been sold in Starbucks stores throughout Japan, with distribution expansion plans set for September as VIA® enters grocery and trade channels.

As a premium-portion stick coffee solution that doesn’t require any special equipment, Starbucks VIA® is resonating with consumers and meeting untapped demand.

By expanding the product line beyond Colombia and Italian Roast varieties and into new channels, innovation around the Starbucks VIA® platform remains a priority for the company. Starbucks VIA® Ready Brew Decaffeinated Italian Roast launched last November, and Starbucks VIA® Ready Brew Iced Coffee launched in late June; both representing the beginning of the Starbucks VIA® innovation pipeline.

Starbucks VIA® Ready Brew is made from 100 percent natural roasted arabica coffee in an instant and microground form that is rich and full bodied in flavor, 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 flavor.

To share in the experience, please visit Starbucks stores in Philippines or online at starbucks.com.

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