Starbucks Via is going Philipines, their second most important market in Asia!
by Chee Leng
For those that have been following Starbucks Via coffee, we know that they make big impact in US.
And although having just launched in Japan not too long ago, they have already sold 10 million sticks.
And mind you, this is even before Starbucks distribution plan which would extend throughout the grocery and trade channels in September starts-Japanese loves Starbucks!
So, in Asia why Philippines and not any other places? Starbucks modus operandi is to sell through its shops initially, and with 160 outlets in Philippines, this is a good base for them to work with.
Moreover, 100 percent of retail coffee purchased in Philippines is instant coffee, so opportunities is huge here.
I actually expect Starbucks to venture into South East Asia, (after Japan) which is actually a huge market too. But, the 160 outlets of distribution in a country is really a huge plus and a good testing ground.
From Mid September onwards, Starbucks Via in Colombia, Italian Roast and Decaffeinated Italian Roast would be in all Starbucks Outlets in Philippines.
Note: Starbucks Via (R) is a Ready Brew (nope, they would not call it instant coffee) that is 100 percent arabica in an instant and microground form that has a pending patent technology to preserve the coffee flavor to taste like a normal Starbucks brew.
Hope to see it in South East Asia soon, that is where we are...