Starbucks Honors the Birthplace of Coffee with Ethiopia, an Extraordinary New Coffee Steeped in History & Flavor

  Starbucks Honors the Birthplace of Coffee with Ethiopia, an Extraordinary
  New Coffee Steeped in History & Flavor

A Single-Origin Coffee Unlike Anything in Starbucks 42-Year History, Ethiopia
           is Masterfully Roasted for an Exquisite Taste Experience

Business Wire

SEATTLE -- September 24, 2013

Starbucks Coffee Company (NASDAQ:SBUX) today introduces a new single-origin
coffee from the birthplace of coffee, Ethiopia.

New single-origin Ethiopia coffee available at Starbucks starting September
24. (Photo: Business Wir ...

New single-origin Ethiopia coffee available at Starbucks starting September
24. (Photo: Business Wire)

Starbucks first whole bean packaged coffee available globally since the
introduction of Starbucks® Blonde Roast two years ago, Ethiopia coffee
celebrates Ethiopia’s rich coffee tradition and delivers a taste in cup unlike
any other coffee offered in Starbucks 42-year history. This new coffee joins
Starbucks selection of 20 core and 10 traditional and seasonal whole bean
coffees offered at Starbucks retail stores nationwide.

“We’ve taken great care in sourcing this coffee and applying the signature
Starbucks roast to create a flavor profile that is both uniquely Starbucks and
unique to specialty coffee,” said Craig Russell, senior vice president of
Global Coffee at Starbucks. “We want to honor Ethiopia’s rich coffee heritage
while also giving our customers an exceptional flavor experience from the
birthplace of coffee.”

With its high elevation, rich volcanic soil, and more than 10,000 coffee
varieties, Ethiopia produces some of the most extraordinary coffee in the

“Starbucks fully-washed, medium-bodied Ethiopian coffee offers soft, velvety
notes of dark chocolate, subtle hints of peppery spice, and sweet,
mandarin-like citrus for a balanced and approachable taste in the cup,” said
Anthony Carroll, Starbucks coffee development manager.

Coffee was discovered in Africa more than 1,200 years ago and is where the
first arabica beans were grown.* Today, coffee remains central to Ethiopian
culture and heritage and is shared with family and friends through daily
coffee ceremonies often occurring throughout the day lasting up to several
hours. Multiple steps in the ceremony include pan-roasting green coffee,
grinding the roasted beans using a mortar and pestle, and preparing the
roasted and ground coffee in a spherical-shaped pot called a jebena. The
coffee is then served in traditional tasting cups.

Ethiopia coffee is available at Starbucks® retail stores and starting today, September 24, for the suggested retail
price of $13.95 U.S. per pound. Customers can sample Ethiopia coffee at
participating Starbucks® stores in the U.S. on National Coffee Day, September
29, and those who purchase a 1 lb. bag of Ethiopia whole bean will receive a
commemorative Ethiopia tasting cup, while supplies last. Ethiopia coffee will
be available for customers to order as a brewed option through October 15, at
select Starbucks stores.

Starbucks Four Fundamentals for Brewing Great Coffee at Home

The following are quick tips for getting the most from brewing Ethiopia coffee
(or any Starbucks® coffee) at home:

1. Freshness – Once you have opened the bag of coffee, Starbucks recommends
grinding coffee fresh and using it within a week. Storing coffee in the
refrigerator or freezer causes condensation on the bean and can negatively
affect the flavor.

2. Proportion – Starbucks recommends 2 tablespoons of coffee per 6 fl oz. of
fresh water.

3. Water – Start with clean, filtered water heated just off the boil (195° to
205°F). For a milder cup, add hot water after brewing versus changing the
ration of coffee to water.

4. Grind – From a fine grind to course, there are different grind texture for
different brewing methods. Starbucks is happy to grind coffee for customers
while they wait, but if grinding at home is preferred, here is a helpful

  *Espresso grind = powdered sugar
  *Pour over grind = granulated sugar
  *French press grind = Kosher salt
  *Standard drip brewer grind = cornmeal

* Uncommon Grounds: The History of Coffee and How It Transformed Our World by
Mark Pendergrast

About Starbucks Corporation

Since 1971, Starbucks Coffee Company has been committed to ethically sourcing
and roasting high-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

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Starbucks Coffee Company
Alisa Martinez, 206-318-7100
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