7-Eleven Launches New Roast With $1 Coffee Wednesdays

Brazilian Dark Roast tested by 'master tasters'

DALLAS -- To encourage coffee-lovers to try its new "darkest roast" coffee, 7-Eleven Inc. is holding Dollar Coffee Wednesdays this month, when every size cup of coffee will cost $1. The new Brazilian Dark Roast is the convenience retailer's richest, most full-bodied coffee to date, it said.

Made from 100% Arabica beans, this premium blend starts with mountain-grown coffees from southwestern Brazil, then is roasted dark to create a rich and full-bodied taste.

"We take great measures to ensure that our coffee is of the highest quality," said Laura Gordon, vice president of brand innovation for 7-Eleven. "Every batch is tested by 'master tasters' to make sure 7-Eleven's coffee offers premium taste, texture and aroma. The Brazilian Dark Roast is another example of 7-Eleven delivering high-quality roasted coffee at a value price to its guests."

During $1 Coffee Wednesdays in January, guests may try the new premium dark roast or create their favorite coffee creation in any size of cup. The $1 coffee deal is valid all day every Wednesday in January at participating 7-Eleven stores nationwide. All the coffee condiments choices--sweeteners, flavors and toppings--are included in this price.

7-Eleven, based in Dallas, operates, franchises or licenses more than 9,700 7-Eleven stores in North America. Globally, there are approximately 49,000 7-Eleven stores in 16 countries. During 2011, 7-Eleven stores worldwide generated total sales close to $76.6 billion.

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