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Green Mountain Coffee Roasters, Inc. Launches The Keurig(SM) Store In Burlington, Mass. - The First Retail Venture For The Leading Single Cup Brand (Graphic: Business Wire)

Just in time for the holiday season, Green Mountain Coffee Roasters, Inc. (GMCR) (NASDAQ: GMCR), a leader in specialty coffee and coffeemakers with its innovative Keurig® brewing technology, announces the launch of the first Keurig℠ Store. Slated to open in November 2013 in the Burlington Mall® in Burlington, Mass., the Keurig℠ Store is a unique retail destination offering consumers the opportunity to experience the leading single cup system like never before.

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. Showcasing the unparalleled 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 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,” says Mark Wood, GMCR's Senior Vice President, 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.”

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