Starting mid-September, all Starbucks stores in the Philippines will carry Starbucks Via Ready Brew in Colombia, Italian Roast and Decaffeinated Italian Roast.
“We know there’s a significant opportunity in the Philippines marketplace for Via Ready Brew, since nearly 100% of retail coffee sales come from instant coffee,” said Howard Schultz, chairman, president and CEO. “We know rapid innovation for Via and creating opportunities to further increase awareness and trial of Via broadens our overall customer base in the US and in international markets.”
Starbucks opened its first store in Makati City, Philippines, through a licensing agreement with Rustan Coffee Corporation in December 1997. There are now more than 160 stores throughout the Philippines, and Starbucks growth has played a key role in building a strong, local coffee culture in the country.
The Philippines will join Japan as the second country in Asia to offer Starbucks Via Ready Brew. Starbucks Japan launched Via last April. More than 10m sticks have already been sold in Starbucks stores throughout Japan, with distribution expansion plans set for September as Via enters grocery and trade channels.
Source: Starbucks Coffee Company
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