Green Mountain Coffee Roasters, Inc. Launches Award-Winning Geisha Varietal Coffee: Colombia Geisha Special Reserve

  Green Mountain Coffee Roasters, Inc. Launches Award-Winning Geisha Varietal
  Coffee: Colombia Geisha Special Reserve

         First rare, limited edition coffee available in K-Cup packs

Business Wire

WATERBURY, Vt. -- November 21, 2012

Green Mountain Coffee Roasters, Inc. (GMCR) (NASDAQ: GMCR) announced today its
newest Green Mountain Coffee® Special Reserve coffee: Colombia Geisha. This
coffee is an extremely rare and sought after variety that is known for its
sweet, dynamic citrus-like flavor profile. Colombia Geisha Special Reserve
will be available starting November 21, 2012 only while supplies last, and
marks the first time Green Mountain Coffee Special Reserve coffee is available
in K-Cup^® packs for Keurig^® brewers.

Green Mountain Coffee Colombia Geisha Special Reserve (Photo: Business Wire)

Green Mountain Coffee Colombia Geisha Special Reserve (Photo: Business Wire)

Green Mountain Coffee Special Reserve coffees are handcrafted and artfully
roasted, made from beans that are among the rarest in the world. The brand
offers these unique varieties four times per year as limited edition roasts,
available while supplies last.

Colombia Geisha is grown on the Finca Cerro Azul farm in Valle del Cauca,
Colombia, where high altitudes, spring-like temperatures and consistent
humidity levels create a microclimate that allows this variety to thrive. The
coffee is meticulously handpicked every eight days using a highly selective
process, and once harvested, every step of processing, milling, and drying is
carefully controlled and regulated. The hands-on approach allows the farmers
to constantly monitor the coffee’s sugar levels and preserve its signature
sweet, citrus notes. Because of the intricate harvesting process and superb
flavor, the Geisha varietal is highly sought after by bidders in auctions,
often fetching high prices. Finca Cerro Azul is the first farm in Colombia to
export the Geisha varietal, which won second place in the 2012 Specialty
Coffee Association of America (SCAA) Awards, for Coffee of the Year.

“The story behind Colombia Geisha Special Reserve underscores the Green
Mountain Coffee commitment to only use carefully sourced high-quality coffee
beans,” said Lindsey Bolger, Senior Director of Coffee for the Specialty
Coffee business unit of GMCR. “Our buyers travel the world to find and
purchase the finest coffees and we are delighted to bring this Special Reserve
to the convenient K-Cup pack format. To add to this extraordinary coffee
experience, these K-Cup packs contain more coffee than our everyday packs to
ensure that the complex subtle flavors are expressed in an especially rich,
full-bodied cup of coffee.”

Kenneth Davids, editor of the independent Coffee Review, has awarded a rare
score of 94 for the bagged coffee and a 91 for the K-Cup® packs. Like wine,
coffee is judged on aroma, acidity, body, flavor, and aftertaste on a
100-point scale. Connoisseurs look for a score of 80 or above; a 94 is
considered “extraordinary” and a 91 is considered “outstanding”. Coffee Review
is one of the most respected and widely read coffee publications in the world.

Colombia Geisha Special Reserve, perfect for any coffee lover this holiday
season, will be available online beginning November 21, 2012, at and for a suggested retail price of
$24.99 for a 10 oz. bag and $31.99 for an 18-count box of K-Cup® packs for
Keurig^® brewers. Quantities are limited.

For more information and to purchase Colombia Geisha Special Reserve and other
beverages under the Green Mountain Coffee family of brands, visit

About Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR)

As a leader in specialty coffee and coffee makers, Green Mountain Coffee
Roasters, Inc. (NASDAQ: GMCR) is recognized for its award-winning coffees,
innovative brewing technology, and socially responsible business practices.
GMCR supports local and global communities by offsetting 100% of its direct
greenhouse gas emissions, investing in sustainably-grown coffee, and
allocating a portion of its pre-tax profits to socially and environmentally
responsible initiatives.

GMCR routinely posts information that may be of importance to investors in the
Investor Relations section of its website, including news releases and its
complete financial statements, as filed with the SEC. The Company encourages
investors to consult this section of its website regularly for important
information and news. Additionally, by subscribing to the Company's automatic
email news release delivery, individuals can receive news directly from GMCR
as it is released.


Photos/Multimedia Gallery Available:



Cone Communications
Ashley Aruda, 617-939-8427
Green Mountain Coffee Roasters, Inc.
Elizabeth Hagwood, 802-882-2972
Specialty Coffee Business Unit
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