Starbucks expands ready-to-drink business
Starbucks Coffee Company is further expanding its ready-to-drink coffee beverage business in China by introducing a new bottled line tailored for Chinese tastes.
The launch of the new bottled Frappuccino coffee beverages on September 12 features an improved taste that has been designed to meet “Chinese preferences” through a new balance between sweetness and coffee taste.
The bottled beverages will be available in supermarkets, convenience stores and e-commerce channels at major Chinese cities starting this fall.
Using high quality Arabica beans, the beverages come in four classic flavors (coffee, mocha, caramel and vanilla).
The move is another step taken by Starbucks in its expansion of the grocerylevel distribution of ready-to-drink varieties in more cities in China. In the near future, the chain will also bring new limited-time-offerings into the Chinese market.
China is the largest retail market of Starbucks outside the United States, with more than 2,200 stores serving coffee enthusiasts in more than 100 cities across the country. (Source: China Daily)