Starbucks marks success of Starbucks® Blonde Roast Coffee in Canada

Starbucks marks success of Starbucks® Blonde Roast Coffee in Canada 
Canadians know what they like - and now they have the chance to rename the 
iconic coffee chain's popular lighter blend 
TORONTO, Jan. 28, 2013 /CNW/ - Nearly a year ago, Canadians got their first 
taste of Starbucks® Blonde Roast coffee - a Starbucks® coffee developed with 
Canadians in mind who don't think they like Starbucks® coffee. Since then, 
the company has seen a significant response from Canadian consumers who are 
embracing the milder, easier drinking blend. In fact, Starbucks® Blonde Roast 
accounts for 12% of all brewed coffee purchased at Starbucks® stores, less 
than a year since its launch, and in fact on a per person basis, Canadians 
drink twice as much Blonde Roast coffee as Americans. 
"Starbucks® Blonde Roast has been very successful largely because it's our 
first "lighter roasted" coffee, with a mellow but distinct taste that's 
specially crafted to complement milk, sugar and flavours," says Annie 
Young-Scrivner, president, Starbucks Canada. "It's perfectly suited for 
Canadian palates and allows us to connect with coffee drinkers who think 
Starbucks® coffee is too dark. We're thrilled to celebrate this coffee's 
success and welcome new customers." 
Name That Blend Canada! 
Because the response to Starbucks® Blonde Roast, and in particular, Veranda 
Blend(TM/MC )has been so resoundingly positive in Canada, Starbucks is 
extending an honour to Canadians that istraditionally reserved for just the 
company's coffee masters and master blenders: an invitation to re-name the 
popular Starbucks® Blonde Roast blend to recognize its success in Canada. 
This marks the first time globally that the brand will be launching a major 
re-naming and packaging re-design for one of its coffee blends based on 
consumer submissions and popular vote. 
Starting today, through until February 10, 2013, Starbucks® Blonde Roast 
drinkers and coffee lovers can visit www.starbucks.ca/Blonde to review the 
rules and submit their entry for a new and uniquely Canadian name for 
Starbucks® Blonde Veranda Blend(TM/MC). The winning name will be 
incorporated into new packaging designs that will be available in Starbucks 
stores. 
To help kick things off, well-known Canadian coffee lover, decorated Canadian 
Race Car Driver and 2003 Champ Car World Series Champion, Paul Tracy, brewed 
up a name of his own: 
"I've chosen the name Canadian Formula because Starbucks® Blonde Roast IS the 
Canadian Formula, as it meets the taste preferences of Canadian coffee 
drinkers. But I also wanted to make sure that my name submission reflected my 
personal accomplishments being the youngest ever Canadian Formula Ford 
Champion." 
Starbucks Canada will shortlist three finalists and a grand prize winner will 
be determined by public vote from February 18-25, 2013. The winner will be 
awarded a trip for two to meet a friend for coffee at a Starbucks® store in 
Canada as well as a $500 CAD Starbucks card and $400 spending money. 
Runners-up will each receive coffee for a year in the form of a $1,000 in 
Starbucks cards. 
Abbreviated Contest Rules
NO PURCHASE OR PAYMENT IS NECESSARY TO ENTER OR WIN THIS CONTEST. A PURCHASE 
WILL NOT INCREASE YOUR CHANCES OF WINNING. ENTRY OPEN TO LEGAL RESIDENTS OF 
CANADA (EXCLUDING QUEBEC) WHO HAVE REACHED THE AGE OF MAJORITY IN THEIR 
PROVINCE OR TERRITORY OF RESIDENCE AT TIME OF ENTRY. CONTEST IS VOID IN QUEBEC 
AND WHERE PROHIBITED. THIS PROMOTION IS IN NO WAY SPONSORED, ENDORSED OR 
ADMINISTERED BY, OR ASSOCIATED WITH, FACEBOOK. ANY INFORMATION PROVIDED IS 
BEING PROVIDED TO THE SPONSOR AND NOT TO FACEBOOK. LIMIT OF ONE ENTRY PER 
PERSON PER DAY THROUGHOUT THE ENTIRE CONTEST PERIOD. 
Contest begins January 28, 2013 at 12:00:00 AM Eastern Time ("ET") and ends 
February 25, 2013 at 11:59:59 PM ET (the "Contest Period"). The opportunity to 
participate in the first round ("Round 1") of the Contest is January 28, 
201312:00:00 AM ET, through February 10, 201311:59:59 PM ET. Contest is 
sponsored by Starbucks Coffee Canada, Inc., 5140 Yonge Street, Suite 1205, 
Toronto, ON M2N 6L7. Contest is offered and open only to persons legally 
residing in Canada (excluding residents of Quebec) who have reached the age of 
majority in their province or territory of residence at time of entry in this 
Contest and have a valid Facebook account. Contest is void in Quebec and where 
prohibited by law. HOW TO ENTER: Access the Starbucks "Name Your Blend" 
Contest Website (the "Website") online at www.starbucks.ca/Blonde, click the 
"Name Your Blend" button; you will then be prompted to log in to your Facebook 
account and accept the "Name Your Blend" application. Follow the instructions 
by providing your name choice to rename a coffee blend along with your essay 
that must be between 25 and 1,000 characters describing why you chose the name 
and how it relates to the Starbucks image/brand. All blend names and essays 
("Entries") must be submitted in English. PRIZES: One (1) Grand Prize: 
Approximate Retail Value ("ARV.") $5,500 CAD. Two (2) Finalists Prizes: ARV. 
$1,000 CAD each. Total ARV of all prizes: $7,500 CAD. Contest is subject to 
full rules which are available at this location or at www.starbucks.ca/Blonde. 
This Contest is in no way sponsored, endorsed or administered by, or 
associated with, Facebook. You understand that you are providing your 
information to Starbucks Coffee Canada, Inc. and not to Facebook. The 
information you provide will only be used for verification of your eligibility 
to participate in the promotion. Please direct any questions or comments 
regarding this promotion to Starbucks Coffee Canada, Inc. 
About Starbucks® Blonde Roast
Starbucks master roasters took some of the world's finest arabica beans and 
explored more than 80 recipes during the course of eight months before 
selecting the final coffees for Starbucks® Blonde Roast. To draw out its soft 
flavours, Starbucks® Blonde Roast has a shorter roast time, creating a 
premium, approachable and perfectly balanced cup of lighter-bodied coffee. 
Starbucks® Blonde Roast selections include Starbucks® Veranda Blend(TM/MC). 
Starbucks Willow Blend(TM), and Starbucks Decaf Willow Blend(TM/MC). 
About Starbucks Corporation
Since 1971, Starbucks Coffee Company has been committed to ethically sourcing 
and roasting the highest-quality arabica coffee. 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.ca. 
Sarah Marinelli Edelman sarah.marinelli@edelman.com 416-849-2496 
SOURCE: Starbucks Coffee Company 
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CO: Starbucks Coffee Company
ST: Ontario
NI: FBR FOD  
-0- Jan/28/2013 11:59 GMT
 
 
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