Starbucks Indonesia honours coffee heritage with experiential centre

Starbucks Indonesia has launched a Coffee Experience Centre at the Starbucks Dewata Coffee Sanctuary in Bali. The experience centre celebrates Indonesia’s rich coffee heritage and showcases how the roasting process elevates the unique quality and diverse flavour profiles of Indonesian coffees. Starbucks said in a statement that it is the latest addition in a series of interactive experiences that celebrate the seed-to-cup journey, bringing together coffee sourcing, roasting, brewing, and serving for customers to explore in one place.

The experience centre is decked in designs inspired by rich copper tones and traditional Balinese besek baskets (bamboo), made with the same materials as the Starbucks Dewata Coffee Sanctuary including terracotta brickwork and terrazzo floors. Customers visiting the new experience centre can learn about the art and science behind sourcing, roasting and brewing coffee, as well as explore coffee through interactive workshops hosted onsite. 

Customers can also earn about Starbucks' responsible sourcing practices, and how the company is working with Indonesian coffee farmers at the farmer support centre in North Sumatra to ensure sustainable farming practices that as one improve the resilience, quality, and size of harvests.

Anthony McEvoy, leader of Starbucks at Sari Coffee Indonesia, said that the experience centre amplifies the brand's leadership and passion for coffee, as well as its commitment to Indonesia’s rich coffee culture. “We believe that by highlighting the dedication and care involved in coffee’s creation, the more appreciation others will have to ensuring its future, and we want to reaffirm our commitment to supporting coffee farmers in Indonesia by working closely with the farmer support centre to ensure a sustainable future of coffee for all.”

The launch of the experience centre also comes as Starbucks Indonesia celebrates 20 years of retail presence in the market. Tim Scharrer, managing director and vice president of Starbucks coffee and cocoa, said that as one of the world’s leading coffee-growing regions, Indonesia has played a unique and important role in Starbucks journey since the beginning. "Starbucks has sourced high-quality Arabica coffee from Indonesia for 50 years and is proud to be one of the largest buyers of Indonesian coffee in the world today. At the same time, we remain dedicated to working with farmers in Indonesia to bring responsibly-sourced Indonesian coffee to the world.”

MARKETING-INTERACTIVE has reached out to Starbucks Indonesia for comment. 

Separately, Starbucks added two new seasonal plant-based beverages in eight markets, namely oat milk cocoa macchiato and almond milk hazelnut latte, in September last year. In addition to these new offerings, new plant-based milk options are still available as part of the core menu in around seven markets across Asia following the promotion. Apart from the new beverages, Starbucks also added new food items across APAC with locally curated menus. Starbucks said the new offerings in Asia joins the growing number of plant-based menu items offered to its customers around the world. 

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