Market Overview

Green Mountain Coffee Roasters, Inc. Launches Award-Winning Geisha Varietal Coffee: Colombia Geisha Special Reserve

WATERBURY, Vt.--(BUSINESS WIRE)--

Green Mountain Coffee Roasters, Inc. (GMCR) (NASDAQ: GMCR) announced today its newest Green Mountain Coffee® Special Reserve coffee: Colombia Geisha. This coffee is an extremely rare and sought after variety that is known for its sweet, dynamic citrus-like flavor profile. Colombia Geisha Special Reserve will be available starting November 21, 2012 only while supplies last, and marks the first time Green Mountain Coffee Special Reserve coffee is available in K-Cup® packs for Keurig® brewers.

Green Mountain Coffee Colombia Geisha Special Reserve (Photo: Business Wire)

Green Mountain Coffee Colombia Geisha Special Reserve (Photo: Business Wire)

Green Mountain Coffee Special Reserve coffees are handcrafted and artfully roasted, made from beans that are among the rarest in the world. The brand offers these unique varieties four times per year as limited edition roasts, available while supplies last.

Colombia Geisha is grown on the Finca Cerro Azul farm in Valle del Cauca, Colombia, where high altitudes, spring-like temperatures and consistent humidity levels create a microclimate that allows this variety to thrive. The coffee is meticulously handpicked every eight days using a highly selective process, and once harvested, every step of processing, milling, and drying is carefully controlled and regulated. The hands-on approach allows the farmers to constantly monitor the coffee's sugar levels and preserve its signature sweet, citrus notes. Because of the intricate harvesting process and superb flavor, the Geisha varietal is highly sought after by bidders in auctions, often fetching high prices. Finca Cerro Azul is the first farm in Colombia to export the Geisha varietal, which won second place in the 2012 Specialty Coffee Association of America (SCAA) Awards, for Coffee of the Year.

“The story behind Colombia Geisha Special Reserve underscores the Green Mountain Coffee commitment to only use carefully sourced high-quality coffee beans,” said Lindsey Bolger, Senior Director of Coffee for the Specialty Coffee business unit of GMCR. “Our buyers travel the world to find and purchase the finest coffees and we are delighted to bring this Special Reserve to the convenient K-Cup pack format. To add to this extraordinary coffee experience, these K-Cup packs contain more coffee than our everyday packs to ensure that the complex subtle flavors are expressed in an especially rich, full-bodied cup of coffee.”

Kenneth Davids, editor of the independent Coffee Review, has awarded a rare score of 94 for the bagged coffee and a 91 for the K-Cup® packs. Like wine, coffee is judged on aroma, acidity, body, flavor, and aftertaste on a 100-point scale. Connoisseurs look for a score of 80 or above; a 94 is considered “extraordinary” and a 91 is considered “outstanding”. Coffee Review is one of the most respected and widely read coffee publications in the world.

Colombia Geisha Special Reserve, perfect for any coffee lover this holiday season, will be available online beginning November 21, 2012, at www.GreenMountainCoffee.com and www.Keurig.com for a suggested retail price of $24.99 for a 10 oz. bag and $31.99 for an 18-count box of K-Cup® packs for Keurig® brewers. Quantities are limited.

For more information and to purchase Colombia Geisha Special Reserve and other beverages under the Green Mountain Coffee family of brands, visit www.GreenMountainCoffee.com.

About Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR)

As a leader in specialty coffee and coffee makers, Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR) is recognized for its award-winning coffees, innovative brewing technology, and socially responsible business practices. GMCR supports local and global communities by offsetting 100% of its direct greenhouse gas emissions, investing in sustainably-grown coffee, and allocating a portion of its pre-tax profits to socially and environmentally responsible initiatives.

GMCR routinely posts information that may be of importance to investors in the Investor Relations section of its website, including news releases and its complete financial statements, as filed with the SEC. The Company encourages investors to consult this section of its website regularly for important information and news. Additionally, by subscribing to the Company's automatic email news release delivery, individuals can receive news directly from GMCR as it is released.

GMCR-S

Cone Communications
Ashley Aruda, 617-939-8427
AAruda@conecomm.com
or
Green Mountain Coffee Roasters, Inc.
Elizabeth Hagwood, 802-882-2972
Specialty Coffee Business Unit
Elizabeth.Hagwood@gmcr.com

 

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