Starbucks aims at top instant coffee market

"Our strategy is to fill the gap in the local premium instant coffee market and to serve the coffee experience anywhere out of the store," Sumonpin Jotikabukkana, marketing and communications director, said last week.

Via was launched in the US and Canada in September 2009 and in the UK and Japan last year.

The ready-brew coffee will hit six other markets in Asia this year - Malaysia, Singapore, Indonesia, Korea, Hong Kong and Taiwan.

In Thailand, Via has been initially available at all 141 Starbucks coffeehouses since early this month.

Using natural roasted beans and a unique processing method to capture the same quality found in store whole bean coffee, Via comes in two varieties - Colombian and Italian Roast.

"We first want to target our existing Starbucks customers before looking for possibilities to enter other retail markets such as supermarkets," she said.

In some matured coffee markets, such as Japan, Hong Kong, the US, Canada and UK, Via has been stocked on supermarket shelves as general consumer goods.

Starbucks has initiated "Taste Challenge" to promote Via at its stores. More than 100 cups of Via are sampled by consumers at each store everyday.

Via is marketed locally in two sizes - a small package with three sachets and a big package with 12 sachets - priced at Bt95 and Bt350.

Starbucks this year celebrates its 40th anniversary around the world and its 13th in Thailand. It now runs 141 branches, including the latest at Pure Place shopping mall on Ram-khamhaeng Soi 110, Srinakharin-wirot University, Supreme Samsen Mall, Grand Diamond Plaza Pratu-nam, Ideo Phayathai on Phaya Thai Road, The Circle on Ratchapreuk Road, Chidlom 19 community plaza on Chidlom Road and Ramathibodi Hospital.

Two more Starbucks are slated for CentralPlaza Rama IX and Terminal 21 on Sukhumvit Road this year.

"We also plan to open a Starbucks every month next year," she said.

Asia is the fast growing region for Starbucks, and that includes Thailand.

"We have enjoyed about 20 per cent in year-to-date growth this year. About 75 per cent of sales are from beverage products, while 15 per cent is from foods and 5 per cent each from whole bean products and merchandise," she said.

Murray Darling, managing director, said the company sees immense opportunity for Via, especially with the popularity and significant size of the country's instant coffee category.

Via, made from 100-per-cent arabica beans, will help extend the relevance of the Starbucks brand beyond its stores and expand its customer base in Thailand.

"We are confident that Via will create new market demands for premium single-serve coffee to enjoy at home or on-the-go and become a new growth engine for Starbucks in Thailand."