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Article | November 30, 1995
Coffee beverage sparkles in test
Mazagran sparkling coffee, the first product of a joint venture between Seattle-based Starbucks Coffee Co. and Somers, NY-based Pepsi-Cola Co., has made its debut in Southern California.
Marketed as a cold slightly carbonated coffee-based beverage attractive 12-oz glass bottles decorated with the Starbucks logo are intriguing caffeine fiends throughout the Santa Monica-based test market. "We wanted something that was slick and classic at the same time" says Starbucks spokesperson Jeanne McKay. Both bottle and graphics are designed by Hornall-Anderson Design Works (Seattle WA). Vitro Packaging (Dallas TX) supplies the custom 12-oz green glass bottle with vertical lines on its tapered neck. Graphics as well as the Starbucks logo are produced through applied-ceramic labeling using three colors and lead-free inks. Aluminum twist-off caps repeat the Starbucks logo. They're supplied by Alcoa Closure Systems (Indianapolis IN). "We knew the sparkling coffee beverage market hadn't been tapped to a great extent" says McKay "and we knew that we could lend to a product our quality coffee. But we needed experts in distribution and packaging. That's why we called on Pepsi." Three flavors of Mazagran were introduced in April and its test area was recently expanded to include supermarkets convenience stores and delis as well as Starbucks retail outlets in Southern Califor-nia. Suggested retail price is $1.30 per 12-oz bottle; four-packs sold in paperboard cartons are also available.
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