“We know there is a significant opportunity in the Philippines marketplace for Starbucks VIA® Ready Brew since nearly 100 percent of retail coffee sales come from instant coffee*,” said Howard Schultz, Chairman, President and CEO, Starbucks Coffee Company. “We know rapid innovation for Starbucks VIA® and creating opportunities to further increase awareness and trial of Starbucks VIA® broadens our overall customer base both in the U.S. and in international markets.”
The Philippines will join Japan as the second country in Asia to offer Starbucks VIA® Ready Brew. Starbucks Japan launched Starbucks VIA® last April to rave reviews. More than 10 million sticks have already been sold in Starbucks stores throughout Japan, with distribution expansion plans set for September as VIA® enters grocery and trade channels.
Starbucks VIA® Ready Brew is made from 100 percent natural roasted arabica coffee in an instant and microground form that is rich and full bodied in flavor, just like a fresh-brewed cup of Starbucks® coffee. Starbucks VIA® is made with a proprietary, U.S. patent-pending technology to preserve the coffee’s flavor.