Making the 'Discovery'
As Starbucks expands its coffeehouse business abroad, it also is expanding its CPG business. In fact, the ready-to-drink coffee segment is far more mature in some international markets than it is in the United States. The Japanese market for RTD coffee, for example, is 10 times the size of the U.S. market. Working with Suntory, Starbucks has made Japan its model for expanding into the rest of the world.