Beverage Industry

Starbucks marks 40th anniversary

March 8, 2011

Starbucks, Seattle, celebrates 40 years in the coffee sourcing, roasting and serving business with the debut of a new in-store look as well as a global launch of new beverage and food offerings. It also announced a company-wide commitment to community service as part of Starbucks’ ongoing mission to help create thriving neighborhoods.
 
“Starbucks is celebrating 40 years of great coffee, but we are also honoring four decades of creating individual moments of connection among our valued customers and our store partners, and in the neighborhoods where we do business,” said Howard Schultz, chairman, president and chief executive officer of Starbucks, in a statement. “As we continue to connect with more customers around the world in innovative ways, our brand is also evolving to address the changing global market. Our new logo, which customers will see in stores beginning today, reflects this evolution by honoring our deep coffee heritage while allowing us to grow in exciting ways.”
 
The company unveiled its new logo, which focuses on the Starbucks Siren, on white cups and promotional merchandise today. The logo was unveiled on four individual store fronts in Beijing, Paris, London and New York City. The siren-centric logo also will be showcased outside of the Starbucks headquarters in Seattle during a lunchtime celebration by employees today, the company says.
 
In addition to its new look, Starbucks introduced new Cocoa Cappuccino beverage that combines espresso, bittersweet mocha sauce and steamed milk as well as Starbucks Tribute Blend. The Tribute Blend is available in regular coffee and Starbucks Via varieties and combines four coffee beans, including Aged Sumatra that is semi-washed, Sun-dried Ethiopian coffee that is naturally processed, and washed coffee from Papua New Guinea and Colombia.
 
As part of its commitment to local communities, Starbucks will host a Global Month of Service during April. The company will work with nonprofit organizations to coordinate more than 2,000 service projects around the world with a goal of reaching 200,000 hours of service performed by Starbucks employees and customers.