| The Starbucks Coffee Company, the largest chain of coffee shops in the world, is launching a mammoth marketing campaign to commemorate 10 years of partnership with Ipanema Coffees, a Brazilian estate that is one of the world’s largest producers of specialty coffee. The campaign, which focuses on the relaunch of Brazil Ipanema Bourbon coffee, includes an unprecedented participation by the Brazilian company on the Starbucks website (www.starbucks.com): upon entering the site, visitors are welcomed by their host Ipanema, represented by its president, Washington Luiz Alves Rodrigues.
With the slogan “I am Starbucks”, the site presents Ipanema Coffees, including an audio statement by Washington Rodrigues, and covers the company’s projects, while presenting its product and respective quality characteristics. The coffee can be purchased online or in shops in the USA and in Brazil (located in São Paulo).
The campaign, which includes promotional activities in the US coffee shops, began on April 3rd with the relaunch of Brazil Ipanema Bourbon during the 1st Latin-American Coffee Festival, organized by Starbucks in Miami. The event included several cup tasting sessions, with the participation of experts such as Feliche Torre, a specialist in coffee of the Starbucks chain, who defined the Brazil Ipanema Bourbon as a “rare coffee, very tasty, with a soft and sweet taste, with citric notes ".
Partnership and quality
Brazil Ipanema Coffee is produced with arabica coffee beans of the “Bourbon” varietal, one of the oldest and rarest types of coffee in the world. This was the first time that Starbucks chose a specific botanical varietal, Bourbon, for an estate coffee, in recognition of the elegant flavor of this coffee. Other estate coffees sold by Starbucks come from a specific geographic area, but not always from a single specific type of plant.
Starbucks’ relations with Brazil began in 1997, when the chain signed its first supply contract with Ipanema Coffees, located in the district of Alfenas, State of Minas Gerais. In addition to the commercial contract, Ipanema Coffees maintains several social projects that receive support from Starbucks, such as the “Ciranda da Leitura” (Reading Circle).
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