Like all Green Mountain coffees, revv is made with 100% Arabica specialty coffee. "Our goal was to create an intense and energizing coffee experience without delivering a shock to your system or taste buds," said Lindsey Bolger, director of coffee sourcing and relationships at Green Mountain Coffee.
Revv was designed to [image-nocss] appeal to the same consumers who made energy drinks the fastest-growing beverage category in the United States, the company said. "We believe that revv's extra-bold flavor and bold look on the coffee island will draw a whole new audience of coffee drinkers," said T.J. Whalen, vice president of marketing at Green Mountain Coffee.
In September 2008, Green Mountain Coffee tested revv at more than 1000 locations and exceeded all expectations. Lenore Behrman, manager of the Uni-Mart in Effort, Pa., said, "My customers love revv, and we cannot keep enough stocked. They like the taste profile and I love the airpot graphics."
To support this expanded rollout, Green Mountain Coffee is offering free point-of-purchase materials, including revv-branded airpot wraps, pumptoppers, posters, counter mats, pole signs and counter signs promoting a revv snowboard sweepstakes. Revv is available in pre-ground fractional packs that brew one half-gallon of coffee.
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