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Keurig To Open Retail Store

Tuesday September 17th, 2013 - 10:54AM

Green Mountain Coffee Roasters, Inc. has announced the launch of the first Keurig Store. Slated to open in November 2013 in the Burlington Mall in Burlington, MA, the Keurig Store is planned as a unique retail destination offering consumers the opportunity to experience the Keurig single cup system.

According to the company, Keurig Store shoppers will be able to interact with Keurig brewers and beverages from Keurig K-Cup, Keurig Vue, and Keurig Rivo systems, to determine the brewer and beverages that best match their lifestyle or gifting needs. In addition to providing the full line of Keurig brewers, the Keurig Store will offer on-site demonstrations, special promotions, new product offerings, and unique Keurig accessories.

The Keurig Store will also feature a "Pick-a-Pack" wall where shoppers will be able to build their own boxes of individually-selected Keurig Brewed beverages. Showcasing the choice and variety available within the Keurig system, the "Pick-a-Pack" wall will make it possible for consumers to purchase a variety of beverages to brew at home without committing to a full box of one flavor. Available in 3-count, 6-count or 12-count boxes, shoppers can mix-and-match their Keurig Brewed K-Cup or Vue packs.

For those consumers who are unsure where to begin, the wall will feature an interactive tool that will make beverage recommendations from the nearly 200 varieties of Keurig Brewed coffees, teas, hot cocoas, specialty and Brew Over Ice beverages. If shoppers already have go-to beverages they enjoy daily, boxes of their favorite Keurig Brewed coffees, teas, and more will also be available for purchase.

"The Keurig Store is just one example of our commitment to making Keurig products as accessible as possible and building lasting direct engagement with consumers," said Mark Wood, GMCR's senior vp/U.S. Commercial. "We are creating an environment that allows us to introduce consumers to the enormous variety of Keurig and Keurig Brewed beverages and encourages them to immerse themselves fully in the brand. Consumer experiences at the Keurig Store will also arm us with new, direct consumer feedback that can guide our marketing and merchandising choices with our retail partners, as well as our continuous product innovation cycle."

Based within a mile of GMCR's major research and development centers, the Keurig Store will be located 14 miles north of Boston in the Burlington Mall. The new retail location will showcase the company's latest innovations in both brewers and beverages and serve as a learning lab to test consumers' responses to new systems and beverage offerings.