Introducing Starbucks 1971 Roast, the new dark roast coffee inspired by Pike Place
Starbucks 1971 Roast™ will be available as an everyday brewed coffee and packaged whole bean coffee in U.S. coffeehouses starting Feb. 9.
The story of Starbucks begins in 1971 along the cobblestone streets of Seattle’s historic Pike Place Market. It was an understated debut, just a 1,000-square-foot mercantile space staffed by a single employee.
In a time when most folks got their coffee freeze-dried in a can, Starbucks had bins brimming with freshly roasted coffee beans from around the world – places like Sumatra, Colombia and Brazil – hand-scooped into wax paper bags for customers to brew at home.
Starbucks became known for its dark roast coffee, and how its master roasters coaxed the flavor from only the highest quality arabica beans for a full-flavored experience that was completely unlike their canned counterparts.
An espresso bar was added to the back of the store in 1987 when the company started its next chapter selling not just whole beans but handcrafted coffee drinks. The unmistakable coffee aroma of fresh coffee and the fanatical dedication to quality remained the same as was in the earliest days. Starbucks coffee developer Sergio Alvarez started working at the Pike Place store as a part-time barista in 2009.
“What I experienced in the years that I was working in the Market was this kind of pilgrimage,” Alvarez said. “People from around the world would come to the store to experience not just the history of our company, but also that unique feeling that you have when you walk into those doors.”
Now 17 years later, Alvarez is a developer on the Coffee team at the Starbucks Support Center and helped lead the development for a groundbreaking new dark-roast core coffee inspired by this heritage. Starbucks 1971 Roast™ will be available as an everyday brewed offering and packaged whole bean coffee in U.S. coffeehouses starting Feb. 6.
“In many ways, 1971 Roast captures that feeling, giving customers a version of that moment when they open the bag and see those shiny coffee beans,”
Sergio Alvarez,
“Walking into the Pike Place store is something that you can’t recreate anywhere else,” Alvarez said. “In many ways, 1971 Roast captures that feeling, giving customers a version of that moment when they open the bag and see those shiny coffee beans.”
A next generation dark roast
The coffee development team spent over a year and tried more than 40 recipe iterations to create a new coffee with all the complexity and intensity loyal dark roast customers love. At each step they worked side-by-side with the Roasting team to capture the unique dark roast flavor profile, while preserving the nuances of the beans’ flavor.
Brad Anderson is a global master roaster who helped create the unique roast for 1971 Roast – and countless other beloved coffees during his 35 years at Starbucks. “We work to find the sweet spot of really wonderful components and then a roast that does them justice,” he said.
He reached back into the archives and found a roast curve that was approachable, flavorful and smoky that would delight both longtime fans and coffee explorers. “We found a roast curve that allows us to roast really dark,” Anderson said. “We manage this roast with such care and precision; we can really dial it down and slow it down so that we’re developing the flavors and that rich body of the coffee.”
Alvarez said the result is a dark roast that is completely original by bringing together the depth and drama of a dark roast with the balance and silky mouthfeel. It’s a rare combination made possible only through high-quality sourcing and Starbucks uniquely developed roast profile. “This blend is like nothing we created before. You get this super complex and bold coffee, and then it finishes very smoothly and velvety. It’s the best of two worlds,” he said.
“We have something here that we have never experienced in a dark roast. It’s taking a little piece of what we know and do best,” Alvarez said. “Whether you’re inside a Starbucks or in your own home, it’s getting that unforgettable experience that just warms you from the inside out.”
Celebrating 1971 Roast
Starbucks is unveiling a new 1971 drinkware collection complete with tumblers, mugs and cold cups. The design of each piece honors the year that Starbucks was established and the rich heritage of the brand. Available at participating Starbucks coffeehouses beginning on Feb. 9, while supplies last.
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1971 Tumbler (16 oz.)
Suggested Retail Price (SRP): $24.95
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1971 Cold Cup (22 oz.)
Suggested Retail Price (SRP): $24.95
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1971 Siren Cold Cup (24 oz.)
Suggested Retail Price (SRP): $24.95
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1971 Varsity Mug (16 oz.)
Suggested Retail Price (SRP): $24.95
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1971 Varsity Tumbler (12 oz.)
Suggested Retail Price (SRP): $22.95
Plus, beginning on Feb. 9, hot to-go beverages in tall, grande and venti sizes will be served in a special-edition paper cup wrapped in Starbucks iconic green and original logo. Available for a limited time throughout February, while supplies last
