Starbucks debuts single-cup brewer

by Keith Nunes
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SEATTLE — Competition in the single-cup coffee brewing category increased today as the Starbucks Coffee Co. introduced the Verismo single-cup brewing system. The system is currently only available on Verismo.com, and will make its debut in select specialty retailers and Starbucks stores in October. Two models will be available for $199 and $399, respectively.

“For more than 41 years, we have been committed to bringing exceptional coffee and espresso beverages to our customers,” said Howard Schultz, chairman, president and chief executive officer. “We are applying that passion and commitment, once again, to the fastest-growing segment of the coffee market, the multi-billion-dollar premium single-cup segment, with the introduction of a breakthrough at-home Starbucks coffee experience that is second to none. What we are bringing to market today has been impossible until now.”

The systems will have the capability to produce brewed coffee, lattes and espresso. Customers will be able to purchase coffee pods for the system in the locations that sell the Verismo system, according to Starbucks.

“The size of the premium single-cup market is approximately $8 billion globally, having grown more than 143% over last year in the U.S. alone,” said Jeff Hansberry, president of Starbucks channel development. “With more than one out of three brewers sold last year being a single-cup machine, this is more than a trend. Customers want convenience when it comes to making coffee, but they don’t want to compromise quality and flexibility, including the ability to craft both espresso beverages and brewed coffee from one machine, and that’s what the Verismo System delivers.”

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