WATERBURY, VERMONT (March 4, 2009) – There’s a new fuel available at convenience stores. Green Mountain Coffee, the coffee segment of Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR), announces its new high octane revv™ coffee is now available by the cup at convenience stores. Revv is a new extra bold coffee made for those with a drive for something more. It delivers 27% more coffee and 27% more kick.
Like all Green Mountain coffees, revv is made with 100 percent Arabica specialty coffee. “Our goal was to create an intense and energizing coffee experience without delivering a shock to your system or taste buds,” said Lindsey Bolger, Director of Coffee Sourcing and Relationships at Green Mountain Coffee. “We’ve crafted revv to be every bit as flavorful and delicious as it is invigorating.”
According to Datamonitor’s 2008 Consumer Survey, 71% of consumers drink coffee for its energy properties, and 90% drink it as a morning “wake me up” at least once a week. Revv was designed to appeal to the same consumers who made energy drinks the fastest growing beverage category in the U.S. “We believe that revv’s extra bold flavor and bold look on the coffee island will draw a whole new audience of coffee drinkers,” said T.J. Whalen, VP of Marketing at Green Mountain Coffee, “and it will knock the socks off our loyal customers who drink their coffee on the go.”
In September of 2008, revv was tested at over 1000 locations and exceeded all expectations. Lenore Behrman, Manager of the Uni-Mart in Effort, PA, commented, “My customers love revv and we cannot keep enough stocked. They like the taste profile and I love the airpot graphics.”
To support this expanded roll-out, Green Mountain Coffee® is offering free, eye-catching Point of Purchase materials, including revv-branded airpot wraps, pump toppers, posters, counter mats, pole signs and counter signs promoting a revv snowboard sweepstakes. Revv is available in pre-ground fractional packs that brew one half gallon of coffee. To learn more about this exciting new product, visit www.revvcoffee.com.
About Green Mountain Coffee Roasters, Inc.
Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR) is recognized as a leader in the specialty coffee industry for its award-winning coffees, innovative brewing technology and socially responsible business practices. GMCR manages its operations through two wholly owned business units: Green Mountain Coffee and Keurig. Its Green Mountain Coffee business unit sells more than 100 high-quality coffee selections, including Fair Trade Certified™ organic coffees, under the Green Mountain Coffee® and Newman’s Own® Organics brands through its wholesale, direct mail and e-commerce operations (www.GreenMountainCoffee.com). Green Mountain Coffee also produces its coffee as well as hot cocoa and tea in K-Cup® portion packs for Keurig® single-cup brewers. Keurig, Incorporated is a pioneer and leading manufacturer of gourmet single-cup coffee brewing systems for offices, homes and hotel rooms. Keurig markets its patented brewers and K-Cups® through office distributors, retail and direct channels (www.Keurig.com). K-Cups are produced by a variety of licensed roasters including Green Mountain Coffee. Green Mountain Coffee Roasters, Inc. has been recognized repeatedly by CRO Magazine, Forbes and SustainableBusiness.com as a good corporate citizen and an innovative, high-growth company.
###