GMCR To Open Keurig Store In Massachusetts Mall

Green Mountain Coffee Roasters, Inc. (GMCR) announces the launch of the first Keurig store, slated to open in November 2013 in the Burlington mall in Burlington, Mass. Being marketed as a true destination retail experience, 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.

Taking beverage selection to another level, the Keurig store will feature a "Pick-a-Pack" wall where shoppers will be able to build their own boxes of individually-selected Keurig brewed beverages. Available in 3-count, 6-count or 12-count boxes, shoppers can mix-and-match their Keurig brewed K-Cup or Vue packs to fulfill all their flavor cravings. 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 high quality Keurig brewed coffees, teas, hot cocoas, specialty and brew over ice beverages, encouraging shoppers to explore and discover new brands and varieties. 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 vice president, U.S. commercial, in a prepared statement.  "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."

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