Green Mountain Coffee Roasters Unveils the Keurig℠ Store

Green Mountain Coffee Roasters, Inc. (GMCR) (NASDAQ: GMCR), a leader in specialty coffee and coffeemakers with its innovative Keurig® brewing technology, today opened the doors of its first Keurig℠ Store. Located in Burlington, Massachusetts, the 1,900 square foot retail space will serve as a Keurig® destination and provide consumers the opportunity to experience the popular brand in an interactive and multi-sensory environment.

Customers fill the country's first ever Keurig Store on the first day of business. (Mandatory Credit: Greg M. Cooper / Keurig)

“We are thrilled to introduce our revolutionary Keurig brewers combined with our unparalleled beverage portfolio to consumers in the form of an exclusively Keurig retail destination,” said GMCR Senior Vice President Mark Wood. “As the leading single serve brewer brand in North America, Keurig has gained a strong and passionate following among consumers. The opening of our own retail store allows us to connect with fans in a new and inventive way by offering a one-of-a-kind destination for shoppers to learn more about our brands, interact with our brewing systems, and fall in love with Keurig. We will also use this direct-to-consumer environment as a learning opportunity, where we can gather unique insights to share with our retail customers.”

The Keurig Store

The Keurig℠ Store, located in the upscale Burlington Mall® just 14 miles outside of Boston, is designed to showcase the full line of Keurig® brewing systems in one place. Taking beverage selection to another level, the Keurig℠ Store also features a “Pick-a-Pack” wall, where shoppers can 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 makes it possible for consumers to purchase a variety of beverages to brew at home.

Evoking the comforts of home, the Keurig℠ Store is designed to provide an intimate environment where shoppers can interact, play and taste. Design details of the store include dark, wood-grain tiling, hand-blown specialty light fixtures that create warmth and intimacy, interactive touch screens with a unique beverage selection tool, and central demonstration and tasting areas reminiscent of a family kitchen.

Grand Opening Celebrations

To commemorate the grand opening, the Keurig℠ Store is offering several exciting store promotions and activities throughout the Veteran’s Day weekend:

Brew the Love at Home

• To extend the excitement of this new venture, the first 100 Keurig® fans to walk through the doors of the Keurig℠ Store this morning were surprised with a complimentary Keurig® Vue® V700 single-cup brewer, the brand’s most innovative brewing system available today.

Happy National Cappuccino Day

• As the Keurig℠ Store grand opening coincides with National Cappuccino Day, GMCR also announces it will share the love of authentic cappuccinos, lattes and espresso, by gifting a Keurig® Rivo® Cappuccino and Latte system to the first 50 shoppers celebrating a birthday or wedding anniversary on November 8. A valid ID or marriage certificate is required to be eligible, and consumers may come to the Keurig℠ Store to receive their gift while supplies last.

A Cup of Coffee with Santa

• As Veteran’s Weekend also kicks off the start of the holiday shopping season, GMCR is demonstrating its innovative technology at the Burlington Mall Center Court alongside the largest Santa photo program in the country. Shoppers can join in the Santa festivities and keep warm with a cup of their favorite Keurig Brewed® beverage, including coffee and hot cocoa.

The Keurig℠ Store is located in the Burlington Mall at 75 Middlesex Turnpike, Burlington, MA 01803-5327. Store hours of operation are: Monday – Saturday 10AM – 9PM, Sunday 11AM – 6PM. For additional information on store news and information, please visit http://www.keurig.com/Retail or www.Facebook.com/Keurig.

About Green Mountain Coffee Roasters, Inc.

As a leader in specialty coffee and single serve beverages with its innovative Keurig® brewing technology, Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR) is recognized for its award-winning coffees, Keurig® Brewing systems, and socially responsible business practices. GMCR supports local and global communities by investing in sustainably-grown coffee and allocating a portion of its pre-tax profits to socially and environmentally responsible initiatives. For more information, please visit www.GMCR.com, www.greenmountaincoffee.com, or www.keurig.com.

GMCR routinely posts information that may be of importance to investors in the Investor Relations section of its website, including news releases and its complete financial statements, as filed with the SEC. The Company encourages investors to consult this section of its website regularly for important information and news. Additionally, by subscribing to the Company’s automatic email news release delivery, individuals can receive news directly from GMCR as it is released.

Forward-Looking Statements

Certain information contained in this filing, including statements concerning expected performance such as those relating to net sales, earnings, cost savings, acquisitions and brand marketing support, are “forward-looking statements”. Generally, these statements may be identified by the use of words such as “may,” “will,” “would,” “expect,” “should,” “anticipate,” “estimate,” “believe,” “forecast,” “intend,” “plan” and similar expressions intended to identify forward-looking statements. These statements may relate to: the expected impact of raw material costs and our pricing actions on our results of operations and gross margins, expected trends in net sales and earnings performance and other financial measures, the expected productivity and working capital improvements, the ability to maximize or successfully assert our intellectual property rights, the success of introducing and producing new product offerings, ability to attract and retain senior management, the impact of foreign exchange fluctuations, the adequacy of internally generated funds and existing sources of liquidity, such as the availability of bank financing, the expected results of operations of businesses acquired by us, our ability to issue debt or additional equity securities, our expectations regarding purchasing shares of our common stock under the existing authorizations, organizational efficiencies, and the impact of the inquiry initiated by the SEC and any related litigation or additional governmental inquiry or enforcement proceedings.

These and other forward-looking statements are based on management's current views and assumptions and involve risks and uncertainties that could significantly affect expected results. Results may be materially affected by external factors such as damage to our reputation or brand name, business interruptions due to natural disasters or similar unexpected events, actions of competitors, customer relationships and financial condition, the ability to achieve expected cost savings and margin improvements, the acquisition and integration of new businesses, fluctuations in the cost and availability of raw and packaging materials, successful execution of internal changes to the organizational and leadership structures, changes in regulatory requirements, and global economic conditions generally which would include the availability of financing, interest, inflation rates and investment return on retirement plan assets, as well as foreign currency fluctuations, risks associated with our information technology systems, the threat of data breaches or cyber-attacks, and other risks described in our filings with the SEC.

Actual results could differ materially from those projected in the forward-looking statements. We undertake no obligation to update or revise publicly, any forward-looking statements, whether as a result of new information, future events or otherwise, except as may be required by law.

GMCR-C

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