November 7, 2007 Coffee & Company

Starbucks “Cheers” To The 10th Anniversary of its Iconic Red Cups With A Global Celebration of Good Tidings

Today, Starbucks (NASDAQ: SBUX) raises its iconic red cup to toast the start of the season with a worldwide customer call to "Pass the Cheer."  Starbucks brings back its annually anticipated red cup for the 10th year, filled not only with customers' favorite flavors of the season but with a new sugar-free syrup option as well.  And back this year is the Starbucks Cheer Pass, a simple, innovative way to inspire customers to spread the sentiment of goodwill across the globe.

Starbucks Iconic Red Cups Turn Ten
Nothing signals the arrival of the holidays more than coffee drinkers sipping from the Starbucks red cup.  Celebrating its 10th holiday this year, this seasonal classic will feature "cheer stories" inspired by the wonderful spirit of Starbucks customers.   One featured story recounts the tale of a Starbucks Drive-Thru in California where a customer spontaneously decided to pay for the drink for the person behind him. That delighted person was in turn inspired to pay for the drink for the person behind her, who then acted in kind, inspiring a chain reaction of cheer-passing that lasted for many more cars in line.  And what better source for inspiration than Starbucks® legendary holiday beverages.  

Light-en Up the Season with the New Gingerbread Latte with Sugar-Free Syrup
Bring some sugar-free cheer to your taste buds this season. For the first time, customers in North America will have the option to enjoy their Gingerbread Latte with sugar-free syrup. And of course, the classic holiday "trio"-- Peppermint Mocha, Eggnog Latte, and Gingerbread Latte--is back and ready to warm customers with familiar flavors and our signature Starbucks® Espresso Roast.
Starbucks also welcomes the much-anticipated return of Starbucks® Christmas Blend (also available as Holiday Blend) and decaffeinated Christmas Blend.  A 23-year tradition, this customer favorite is a special blend of aged Indonesian beans and superb Latin American coffees, especially created to pair with the rich flavors of the season.  Starbucks® Christmas Blend coffee, in regular or decaffeinated, is a wonderful complement to holiday gatherings or meals. Available in 1-pound bags ($12.95 U.S. / $17.95 CAN) and half-pound bags ($6.79 U.S. / $9.65 CAN). 

Day of Cheer ? A New Global Tradition
November 8 not only kicks off the Starbucks holiday season, but also marks Starbucks Global Day of Cheer.  On this day, Starbucks plans to spark millions of acts of holiday cheer by distributing more than two million Cheer Passes, in more than 40 countries and 16 languages!  Throughout the season, Starbucks will present customers with a Cheer Pass at participating stores and various local events.  As Cheer Pass recipients receive an act of cheer, Starbucks asks only one thing in return ? that the card is passed along with a kind gesture in an effort to see just how far one act of cheer can go.
                                                                Stamps Its Global Cheer Pass-port
Cheer can be passed, shared and even tracked globally on Starbucks holiday web site  Each Cheer Pass is individually numbered, allowing each story of goodwill that has accompanied the Cheer Pass card to be cataloged online and tracked as it is passed along.  The site also provides everything visitors need to create a heartwarming and interactive holiday experience; from virtual greetings to Cheer Chains enacted among friends and family. While on, visitors can even create their own personal avatar to spread cheer.

Holiday Entertainment Traditions Old and New  
Starbucks continues its tradition of offering entertainment gifts perfect for the holiday season.  Included is Starbucks® exclusive annual holiday music compilation, "Stockings by the Fire", anchored by seasonal songs from classic artists such as Frank Sinatra and Nat King Cole as well as newer offerings from Sarah McLachlan, and Rufus Wainwright among others.  Also featured is Paul McCartney's "Memory Almost Full" Deluxe Edition CD/DVD gift set, which includes three bonus tracks, never before released live performance footage as well as a five dollar, limited edition Paul McCartney Starbucks Card.   Later this month Starbucks also offers customers James Taylor's new CD/DVD "One Man Band", featuring two and a half hours of live concert footage from a recent "One Man Band" performance on DVD and 19 new live recordings of Taylor's hits.

About Starbucks
Starbucks Coffee Company provides an uplifting experience that enriches people's lives one moment, one human being, one extraordinary cup of coffee at a time.  To share in the experience, visit

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