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Starbucks Canada Celebrates a Nation of Coffee Experts with New Coffee Choices and More Than 3,000 Coffee Tasting Events


Starbucks Canada Celebrates a Nation of Coffee Experts with New Coffee Choices and More Than 3,000 Coffee Tasting Events

In celebration of National Coffee Day, Canada's largest specialty coffee company to host three-day tastings, featuring two brand new coffees available for the first time in Canada

TORONTO, Sept. 24, 2013 /CNW/ - Starbucks is celebrating Canada's love affair with coffee this month by introducing more coffee options and a way for more Canadians to try different kinds of coffee. This week, more than 1,000 Starbucks® stores in Canada will host the largest series of coffee tasting events held in the company's Canadian history, featuring Canadian-named, Starbucks True North Blend(TM)/Mélange Nordique(MC), as well as two brand new coffees in Canada: Starbucks Thanksgiving Blend(TM)/(MC) and ® Ethiopia, which makes its Canadian debut today.

"If there is one thing specialty cafes, independent coffee shops and quick service restaurants can all agree on, it's that Canadians love coffee," says Richard Burjaw, vice-president of marketing, Starbucks Coffee Canada.  "Canadians have become coffee experts, looking for more variety and choices when it comes to their daily brews in-store and at home.  Our coffee portfolio continues to grow as we introduce new coffee to match Canadians evolving tastes."

Brewed coffee reigns supreme in Canada and remains the country's most popular hot beverage, followed by hot specialty coffee including lattes and cappuccinos.  In the year ending May 2013, Canadians consumed more than 1.3 billion servings of brewed coffee, the equivalent 12 cups of coffee per week according to The NPD Group's CREST® foodservice market research.

Starbucks customers have more than 90,000 ways to customize coffee beverages in stores and dozens of packaged coffees to choose from this year.  This month, Starbucks has added two brand new coffees for customers to enjoy at home, available for the first time in Canada.   Our first whole bean packaged coffee available since the introduction of Starbucks® Blonde Roast two years ago, new 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 18 core whole bean coffees offered at Canadian Starbucks stores. New Starbucks Thanksgiving Blend(TM)/(MC), available in Canada for the first time, joins 10 other Starbucks traditional and seasonal whole bean coffees.

A perfect cup of coffee begins with finding a coffee you love, which is why Starbucks is giving Canadians an opportunity to try its three different roasts during a three-day national coffee tasting experience.   On September 25, 26 and 27 at 2PM local time, Starbucks is inviting Canadians to visit their local participating Starbucks® store for  guided coffee tastings led by baristas. Each day will feature a different roast profile - Starbucks® Blonde, Medium and Dark.  During tasting sessions, customers will learn the four steps of coffee tasting and how to identify key characteristics of coffee including aroma, acidity, body and flavour.  Space is limited and customers can sign up in stores for the following coffee tastings:


    --  September 25 - Starbucks® True North Blend(TM)/Mélange Nordique
        (MC)  - lighter-bodied, mellow, subtle and soft flavours
    --  September 26 - New Ethiopia coffee - medium-bodied with
        balanced, rich and smooth flavours, Ethiopia coffee is
        launching in Canada today
    --  September 27 - New Starbucks Thanksgiving Blend(TM)/(MC) -
        fuller-bodied and robust, bold flavours, available for the
        first time in Canada this fall

"More than 14,000 partners wear the green apron in Canada, which is a symbol 
of their love of coffee," says Burjaw.  "Together we are proud and excited to 
share Starbucks passion for coffee in a fun, interactive way with coffee 
lovers across Canada and give our customers the opportunity to try different 
roasts so they can find their perfect cup."

Making Good Coffee Great

This year, National Coffee Day falls on Sunday, September 29(th )and Starbucks 
offers some simple tips to help Canadians turn a good cup of coffee into a 
great cup of coffee at home.

Starbucks Four Fundamentals for Brewing Great Coffee Ensure Great Coffee at 
Home

Proportion: 2Tbsp of coffee per 6fl oz. 0f water is the standard recipe for 
perfect coffee

Grind:  From fine to coarse, there are different grind textures for different 
brewing methods.
    --  Espresso grind: for all automatic espresso machines
    --  Extra Fine grind: paper and gold cone-shaped filters
    --  Fine grind: great for stovetop espresso machines
    --  Medium: perfect for all brewers that use paper or gold
        flat-bottomed filters
    --  Coarse: ideal for coffee presses and percolators

Water: A common mistake many people make is using too little or too much water 
to achieve a lighter or bolder cup. If a lighter brew is your preference, opt 
for a milder coffee and brew using the correct proportions.  Similarly, if 
you'd prefer a stronger flavour, try a bold roast instead. And always use 
clean. filtered water heated to almost boiling (195° to 205°F) for the best 
cup

Freshness: Like fruit, coffee is susceptible to oxidation, and can stale 
quickly. Whole bean coffee is best consumed within a week of opening and 
ground coffee should be used within 24 hours of grinding. Coffee should not be 
stored in the refrigerator or freezer as moisture will condense onto the 
coffee each time the container is opened.

New Ethiopia whole bean coffee is available at participating Starbucks® 
stores starting today as part of Starbucks core lineup and retails for 
$16.95/lb.  Available for a limited time this fall, Starbucks Thanksgiving 
Blend(TM)/(MC) is available at participating Starbucks® stores and retails 
for a suggested retail price of$18.95/lb.  Named by Canadians for Canadians, 
Starbucks True North Blend™/ Mélange Nordique(MC) retails for $15.95/lb.

For more information about Starbucks® coffees, please visit www.starbucks.ca

About Starbucks

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 atwww.starbucks.com.

SOURCE Starbucks Coffee Company

Media Contacts: Carly Suppa Starbucks Canada csuppa@starbucks.com

Alicia Storey Edelman Canada alicia.storey@edelman.com

Image with caption: "Perfectly timed for National Coffee Day, Starbucks new Ethiopia coffee is now available across Canada (CNW Group/Starbucks Coffee Company)". Image available at: http://photos.newswire.ca/images/download/20130924_C9877_PHOTO_EN_31236.jpg

To view this news release in HTML formatting, please use the following URL: http://www.newswire.ca/en/releases/archive/September2013/24/c9877.html

CO: Starbucks Coffee Company ST: Ontario NI: FBR FOD NP MED

-0- Sep/24/2013 04:01 GMT

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