From 3 April, Starbucks is introducing Starbucks Origin Espresso, making it the first UK coffeehouse chain to offer customers a choice of two different espressos. Customers will be able to enjoy their Latte, the nation’s favourite coffee, with either Starbucks Espresso Roast or Starbucks Origin Espresso, the first of which will be Guatemala Antigua. The Europe-wide launch will be backed by a multi-million pound advertising and promotional campaign inviting customers to try the new Starbucks Origin Espresso at no charge.
Consumers exploring new flavours
The announcement comes a year after the re-launch of its best-selling Latte to suit changing British tastes – adding an extra shot of espresso and retraining all of its baristas in perfect milk steaming – that resulted in a 9% uplift in espresso drink sales.
The introduction of Starbucks Origin Espresso responds to a growing trend amongst UK coffee consumers who are looking to explore new flavours and are increasingly appreciating the individual flavour characteristics of single origin coffees. This trend is supported by Starbucks trials which showed that 9 out of 10 British coffee drinkers who tried the Guatemala Origin Espresso said it exceeded their expectations and they enjoyed the chance to try something new in their regular drinks order.
Guatemalan coffee
Alfredo Nuno, who travels to Guatemala regularly to purchase coffee for Starbucks said, “Guatemala boasts some of the best conditions in the world for growing coffee, mainly due to the mineral-rich soil, and high altitudes, but also the mild climate, cool evening temperatures and abundance of sunlight.
“All of these conditions contribute to the flavour profile of nuts, cocoa and soft spice. The Guatemala Antigua Origin Espresso comes from coffee farms around the city of Antigua, where three large volcanoes dominate the area, including the Volcan de Fuego or ‘Volcano of Fire’ creating this mineral-rich, volcanic soil, ideal for growing great-tasting coffee.”
Starbucks remains committed to sourcing the highest quality arabica coffee that is responsibly grown and ethically traded. Starbucks Origin Espresso will be certified by its Coffee and Farmer Equity (C.A.F.E) Practices, which Starbucks set up in 1998 with Conservation International to demonstrate and promote responsible coffee growing.
Showcase for the Starbucks Reserve range
To further celebrate this innovation, Starbucks will be converting its store in London’s St. Martin’s into a showcase for its Starbucks Reserve range. The store will deliver the best of Starbucks coffee innovation, technology and sourcing of quality coffee. Espresso drinks will be handcrafted on the Simonelli manual espresso machine, one of only a handful in Starbucks worldwide. Limited edition, small batch Starbucks Reserve coffees will be available as espresso or made with the unique Clover machine.
Free Espresso Latte
UK customers visiting Starbucks stores will receive a free Guatemala Origin Espresso Latte every morning from 3rd-9th April between 9.30 and 11.30, upon production of a daily code that will be posted on the microsite Origin Espresso – Starbucks