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Convenience and portability of the instant brew have helped Via find early success, the company said. Among customers surveyed by Starbucks, 55 percent said they drink Via at home, 25 percent said they drink at work and 20 percent reported drinking it on the go, the company said.
“We are extremely pleased with customer enthusiasm and adoption of Starbucks Via Ready Brew,” said Howard Schultz, Starbucks’ chairman, president and chief executive officer, in a statement. “Hitting $100 million in global sales in less than a year is a terrific accomplishment.”
Via is available in about 37,000 U.S. distribution points, including 25,000 food, drug and mass merchandise stores, and 12,000 Starbucks stores, foodservice accounts and e-commerce, the company said. By the end of the 2011 fiscal year, Starbucks expects Via to be available in about 40,000 locations in the United States.
“We are continuing to drive steady increases in Via distribution … channel by channel, country by country,” Schultz said, in a statement. “In the next few weeks, we will announce new product innovation as well as an additional international market entry for Starbucks Via.”