Global sales of Starbucks Via Ready Brew, a natural instant coffee, reached $100 million, 10 months after its debut in October.
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
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