Starbucks’ Famous Siren Gets Coffee Break, While Seattle’s Best Coffee Takes Over


SEATTLE ( Seattle’s Best Coffee, part of Starbucks Corporation (NASDAQ:SBUX), today unveiled a new brand direction as part of a bold reinvention of the coffee company that was acquired in 2003. To celebrate the unveiling, red-capped “invaders” scaled Starbucks’ headquarters and stealthily replaced the famous “siren” atop the clock tower with the new Seattle’s Best Coffee logo. The intent? To put Seattle’s Best on the map as the universal symbol for great coffee.

The event marks the debut of the new look from Seattle’s Best and lets consumers know that this isn’t an ordinary coffee company. Seattle’s Best will take fun to new heights with an accessible and exciting approach to delivering brewed coffee.

The new brand and its products will be rolling out throughout the summer at key partners nationwide — including Borders, Subway, AMC Theaters, Burger King and much, much more.

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About Seattle’s Best Coffee

Founded in 1970, Seattle’s Best Coffee has more than 550 specialty coffee cafes and kiosks in the U.S. and Canada including an expanding franchising program. Its packaged coffee is available in supermarkets across the U.S. and Canada and its recently introduced ready-to-drink iced lattes are available in the Western U.S. Seattle’s Best Coffee is also brewed at more than 15,000 foodservice locations, such as college campuses, restaurants, hotels, airlines and cruise lines. Seattle’s Best Coffee’s smooth roasting delivers a rich and balanced Uncommonly Smooth taste. Seattle’s Best Coffee offers more than 30 whole bean and ground coffees (including flavored, organic and Fair Trade Certified coffees), espresso beverages, signature hand-crafted JavaKula® blended beverages, OvenSong® bakery food and sandwiches, and select merchandise. Seattle’s Best Coffee is a featured brand within Starbucks Corporation (NASDAQ:SBUX). For more information, please visit Seattle’s Best Coffee online at