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-qualityarabicacoffee. 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 uniqueStarbucks Experienceto 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:  
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CO: Starbucks Coffee Company
ST: Ontario
NI: FBR FOD NP MED  
-0- Sep/24/2013 04:01 GMT
 
 
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