摘要：星巴克與百事昨日(11-1)在上海共同宣布，星巴克瓶裝星冰樂®即飲咖啡飲料從即日起將在中國國內(nèi)上市供應(yīng)。這款縱情美味的瓶裝星冰樂®咖啡飲料將在星巴克門店以外為消費(fèi)者帶來獨特的“星巴克體驗”，方便消費(fèi)者在家庭、工作或途中享受他們心愛的星巴克美味。

    據(jù)悉，星巴克與百事公司成立的新的合資企業(yè) — “國際咖啡伙伴”（International Coffee Partnership, ICP）,將有助于雙方借助百事公司的飲料分銷渠道，把新型的、振奮人心的星巴克®即飲咖啡飲料推向市場。星巴克與百事公司的合作也將為中國的高端即飲咖啡飲料市場的發(fā)展帶來新的模式和發(fā)展思路。同時,憑借創(chuàng)新的市場營銷，會讓中國的消費(fèi)者體驗到“國際咖啡伙伴”為瓶裝星冰樂打造的獨特的營銷組合。

    星巴克瓶裝星冰樂®咖啡飲料使用純正的星巴克意大利烘焙咖啡制成。在意大利烘焙咖啡特有的輕微煙熏甜香中融入了柔滑的牛奶和適量的糖分，成為令人難以抗拒的美味體驗。星巴克意大利烘焙咖啡為醇度適中的拉丁美洲綜合咖啡，經(jīng)烘焙后形成略深于星巴克濃縮烘焙咖啡的顏色。

    星巴克咖啡公司董事長霍華德•舒爾茨（Howard Schultz）在此間表示：“享用星巴克咖啡的最佳方式當(dāng)然是在星巴克的門店點上一杯由星巴克資深咖啡師親手調(diào)制的咖啡。星巴克門店堪稱是家庭和工作之外的‘第三生活空間’。然而，我們也了解，我們的顧客無法隨時惠顧星巴克門店。不過，隨著瓶裝星冰樂®咖啡飲料登陸中國市場，星巴克咖啡將成為消費(fèi)者在門店內(nèi)外‘唾手可得’的美味體驗。”

    星巴克瓶裝星冰樂®咖啡飲料將在上海、北京和香港的部分便利店、食品零售店、以及包括星巴克門店在內(nèi)的零售網(wǎng)點中銷售，首批上市的兩款風(fēng)味飲料分別為咖啡原味和摩卡咖啡。

    Starbucks Corp today started selling bottled coffee.

    Starbucks will sell bottled Frappuccino in its stores in Shanghai, Beijing and Hong Kong as well as selected convenience and grocery stores and other retailers, company chairman Howard Schultz said in Shanghai today.

    All the products will be produced by the International Coffee Partnership, a joint venture between Starbucks and Pepsi Co in the United States. 

    The company is also considering local production in order to cut costs.

    The 280ml bottled frappuccino, which comes in its two top-selling flavors, Mocha and Coffee, will be priced at 15 yuan (US$2) to 20 yuan in the three cities.

    Seattle-based Starbucks has rapidly added new stores in China as well as broadening its production channels as it forecasts the country will become its biggest overseas market. 

    "The most important number one growth market in terms of growth and development for Starbucks around the world is China," said Schultz."It's just the beginning of the growth we have planned for China." 

    Since the bottled drinks were introduced in North America in the mid 1990s they have generated US$1 billion in sales.

    The coffee chain entered China in 1998 with its first store in Beijing. It now has about 600 stores in China including 300 on the mainland with over 10,000 employees. Last year, it opened 80 stores in China.