The rapid expansion of Seattle’s Best Coffee, part of Starbucks Corporation, was kick-started a year ago when the business unveiled a fresh approach to the coffee category: a fun, optimistic brand and a business strategy to make premium coffee far more accessible than ever before.
“Seattle’s Best Coffee is the coffee brand to watch right now,” said Michelle Gass, president, Seattle’s Best Coffee. “Our dramatic expansion this past year confirms that we’re delivering what consumers and our business partners truly want – a great-tasting cup of premium coffee anywhere it’s needed. Now with more than 50,000 places to enjoy a freshly brewed cup of our coffee, we’re well on our way to becoming one of the most accessible premium coffee brands in the world.”
Since Gass joined Seattle’s Best as president in September 2009, the business has seen significant growth. Expanding the distribution of Seattle’s Best Coffee was just one achievement of many that account for the growth.
In the past year, Seattle’s Best took to the aisles of grocery stores with the launch of the Levels packaged coffee line, which uses numbers and colours to signal different blends, and the national introduction of Seattle’s Best Coffee Iced Canned Lattes.
Source: Starbucks
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