Starbucks’ New Flavor Honors the Birthplace of Coffee, Ethiopia

A single-origin coffee unlike anything in Starbucks 42-year history, "Ethiopia" is masterfully roasted for an exquisite taste experience. (Photo: Creative Commons)

Business Wire

SEATTLE (September 24, 2013) – Starbucks Coffee Company (NASDAQ: SBUX) today introduces a new single-origin coffee from the birthplace of coffee, Ethiopia.

Starbucks first whole bean packaged coffee available globally since the introduction of Starbucks® Blonde Roast two years ago, 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 20 core and 10 traditional and seasonal whole bean coffees offered at Starbucks retail stores nationwide.

“We’ve taken great care in sourcing this coffee and applying the signature Starbucks roast to create a flavor profile that is both uniquely Starbucks and unique to specialty coffee,” said Craig Russell, senior vice president of Global Coffee at Starbucks. “We want to honor Ethiopia’s rich coffee heritage while also giving our customers an exceptional flavor experience from the birthplace of coffee.”

With its high elevation, rich volcanic soil, and more than 10,000 coffee varieties, Ethiopia produces some of the most extraordinary coffee in the world.

“Starbucks fully-washed, medium-bodied Ethiopian coffee offers soft, velvety notes of dark chocolate, subtle hints of peppery spice, and sweet, mandarin-like citrus for a balanced and approachable taste in the cup,” said Anthony Carroll, Starbucks coffee development manager.

Coffee was discovered in Africa more than 1,200 years ago and is where the first arabica beans were grown.* Today, coffee remains central to Ethiopian culture and heritage and is shared with family and friends through daily coffee ceremonies often occurring throughout the day lasting up to several hours. Multiple steps in the ceremony include pan-roasting green coffee, grinding the roasted beans using a mortar and pestle, and preparing the roasted and ground coffee in a spherical-shaped pot called a jebena. The coffee is then served in traditional tasting cups.

Ethiopia coffee is available at Starbucks® retail stores and starbucksstore.com starting today, September 24, for the suggested retail price of $13.95 U.S. per pound. Customers can sample Ethiopia coffee at participating Starbucks® stores in the U.S. on National Coffee Day, September 29, and those who purchase a 1 lb. bag of Ethiopia whole bean will receive a commemorative Ethiopia tasting cup, while supplies last. Ethiopia coffee will be available for customers to order as a brewed option through October 15, at select Starbucks stores.

Read more and watch video at http://news.starbucks.com.

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