Starbucks Corporation will enter the ready-to-drink coffee category in Japan and Taiwan. The combined ready-to-drink market in these countries represents more than $10 billion in total annual consumer sales. In March, agreements were signed with Starbucks’ local business partners and major distributors in both countries to manufacture and distribute a Starbucks-branded premium ready-to-drink coffee. Starbucks plans to enter the category in the chilled segment.
In Japan, Starbucks has entered into an agreement with Suntory Ltd., one of the leading Japanese producers and distributors of food and beverages, for the manufacture and distribution of ready-to-drink coffee products in Japan. Starbucks Coffee Japan, Ltd., which has operated Starbucks stores in Japan since 1996, will provide ongoing consulting support, including local brand and marketing expertise for the Japanese market. This support complements Starbucks’ coffee expertise and experience in the ready-to-drink coffee category in the U.S. and Canada.