"If there is one thing specialty cafes, independent coffee shops and quick service restaurants can all agree on, it's that Canadians love coffee," says Richard Burjaw, vice-president of marketing, Starbucks Coffee Canada. "Canadians have become coffee experts, looking for more variety and choices when it comes to their daily brews in-store and at home. Our coffee portfolio continues to grow as we introduce new coffee to match Canadians evolving tastes."
Brewed coffee reigns supreme in Canada and remains the country's most popular hot beverage, followed by hot specialty coffee including lattes and cappuccinos. In the year ending May 2013, Canadians consumed more than 1.3 billion servings of brewed coffee, the equivalent 12 cups of coffee per week according to The NPD Group's CREST® foodservice market research.
Starbucks customers have more than 90,000 ways to customize coffee beverages in stores and dozens of packaged coffees to choose from this year. This month, Starbucks has added two brand new coffees for customers to enjoy at home, available for the first time in Canada. Our first whole bean packaged coffee available since the introduction of Starbucks® Blonde Roast two years ago, new 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 18 core whole bean coffees offered at Canadian Starbucks stores. New Starbucks Thanksgiving BlendTM/MC, available in Canada for the first time, joins 10 other Starbucks traditional and seasonal whole bean coffees.
A perfect cup of coffee begins with finding a coffee you love, which is why Starbucks is giving Canadians an opportunity to try its three different roasts during a three-day national coffee tasting experience. On September 25, 26 and 27 at 2PM local time, Starbucks is inviting Canadians to visit their local participating Starbucks® store for guided coffee tastings led by baristas. Each day will feature a different roast profile - Starbucks® Blonde, Medium and Dark. During tasting sessions, customers will learn the four steps of coffee tasting and how to identify key characteristics of coffee including aroma, acidity, body and flavour. Space is limited and customers can sign up in stores for the following coffee tastings:
- September 25 - Starbucks® True North BlendTM/Mélange NordiqueMC - lighter-bodied, mellow, subtle and soft flavours
- September 26 - New Ethiopia coffee - medium-bodied with balanced, rich and smooth flavours, Ethiopia coffee is launching in Canada today
- September 27 - New Starbucks Thanksgiving BlendTM/MC - fuller-bodied and robust, bold flavours, available for the first time in Canada this fall
Making Good Coffee Great
This year, National Coffee Day falls on Sunday, September 29th and Starbucks offers some simple tips to help Canadians turn a good cup of coffee into a great cup of coffee at home.
Starbucks Four Fundamentals for Brewing Great Coffee Ensure Great Coffee at Home
Proportion: 2Tbsp of coffee per 6fl oz. 0f water is the standard recipe for perfect coffee
Grind: From fine to coarse, there are different grind textures for different brewing methods.
- Espresso grind: for all automatic espresso machines
- Extra Fine grind: paper and gold cone-shaped filters
- Fine grind: great for stovetop espresso machines
- Medium: perfect for all brewers that use paper or gold flat-bottomed filters
- Coarse: ideal for coffee presses and percolators
Freshness: Like fruit, coffee is susceptible to oxidation, and can stale quickly. Whole bean coffee is best consumed within a week of opening and ground coffee should be used within 24 hours of grinding. Coffee should not be stored in the refrigerator or freezer as moisture will condense onto the coffee each time the container is opened.
New Ethiopia whole bean coffee is available at participating Starbucks® stores starting today as part of Starbucks core lineup and retails for $16.95/lb. Available for a limited time this fall, Starbucks Thanksgiving BlendTM/MC is available at participating Starbucks® stores and retails for a suggested retail price of$18.95/lb. Named by Canadians for Canadians, Starbucks True North Blend™/ Mélange NordiqueMC retails for $15.95/lb.
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