Starbucks Reserve™ Ultra Premium Coffee Line Launches in Kuwait

Kuwait, November 13, 2012 -- The world’s leading coffee retail chain has launched the Middle East’s first Starbucks Reserve™ at the glass-covered, cobble-stoned Grand Avenue – The Avenues, opening an entirely new chapter for Starbucks in the region. At almost 5,000 square feet, one of the largest ever Starbucks stores, this super-premium outlet is a game changer for the Middle East. The Grand Avenue store offers connoisseurs an opportunity to enjoy the range of specially selected, rare & exquisite, single-origin coffees. It is also home to the unique Clover® brewing system which is being used for the first time in the region. Introducing a new quintessential Starbucks experience, the new Reserve store is a stunning environment filled with the tempting aromas of some of the world’s finest coffees, accompanied by high-end gourmet foods. On November 13th, Starbucks demonstrated the artistry of this luxurious approach to coffee with an organized event to launch the Grand Avenue store. Using the finest quality Oahu and Jamaica Blue Mountain beans from around the world and the Clover® brewing system, specially trained baristas served outstanding coffee to the invitees, customers, members of the media and Kuwaiti bloggers. On hand at the launch of the new Starbucks Reserve™ store was Rana Shaheen, regional communications and CSR manager at Starbucks MENA. Ms Shaheen explained the passion that Starbucks is bringing to the project: “People who really love coffee are always searching for new sensory experiences from their favourite beverage,” she said. “With the opening of the region’s first Starbucks Reserve™ store here in Kuwait, we aim to give consumers everything their passion for coffee demands: exquisite rare beans from exotic locations selected by our master brewers for the ultimate coffee taste experience. This opening is a very proud moment for us, and we invite anyone who loves coffee to come and taste this wonderful range.” The Clover® brewing system uses innovative Vacuum-Press™ technology to create every cup of coffee right in front of the customer. It controls brewing time and temperature digitally, as even small changes can dramatically affect the outcome of the coffee’s taste, and giving the customer the ultimate coffee experience. All Starbucks coffees are selected for their quality and carefully roasted to bring out their individual flavours. Starbucks Reserve™ is now the home of this latest machine, where customers are enjoying a new era in the coffee industry for the first time in Kuwait. In addition to Starbucks Reserve™ coffee, the store features a sophisticated interior design inspired by Arab motifs and a range of delicious snack and dessert offerings which will be supplied freshly every day to accompany the amazing beverages on offer. Inspired by Art Nouveau, the interior ambiance of the Starbucks Reserve™ is filled with lacquered woods, plush and textured fabrics, mosaic tiles, locally poured terrazzo, commissioned art showcasing the Starbucks Reserve™ and Arabic coffee history, resulting in a sophisticated and stylish hub to represent the organic nature of the unique Reserve™ product. The store is completely custom-made from furniture to fabrics, casework, equipment, artwork and details and is unique in its commissioning of artists and vendors, a first for the Middle East. More information on the Starbucks Reserve™ range can be found at www.starbucksstore.com

Kuwait · 11 Nov 2012

Linked: The Avenues - Grand Avenues