Is Starbucks' New Instant Part of It's China Strategy?

Posted by Steph on Saturday in Caffeinated | Short Link

OK…here’s my thinking:
1) Starbucks has been importing coffee from Yunnan, China. It gets roasted in the states, and then shipped back to China to be brewed as ‘South of the Clouds’ coffee.
2) Chinese coffee has a reputation – a bad one. Considered an inferior product of poor quality, it is used mostly for instant coffee by Nestle and other large companies.
3) Now Starbucks introduces its instant coffee in the US…
4) Avoiding the cost of shipping it back to China, where they only have about 40 stores in Beijing.


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