DENVER — Alta Convenience Stores has revamped its coffee program through a new partnership with Keurig Dr Pepper, the owner of Green Mountain Coffee Roasters.
Rolling out are Green Mountain Coffee Roasters branded coffee bars and new coffee varieties, including Green Mountain Dark Magic, Single Origin Fair Trade Colombia Select, Colombian Decaf, Revv No Surrender, and seasonal options such as Pumpkin Spice, Toasted Marshmallow Mocha and Island Coconut. The reset also includes new Green Mountain Coffee Roasters buttons and hats for store employees and Green Mountain signage throughout the stores.
The selection helps to satisfy the tastes that core consumers and millennials are looking for, the company said.
“We wanted to take our coffee program in another direction,” Maurine DesJardine, marketing manager for Pester Marketing Group, owner of Alta Convenience Stores, told CSP Daily News. “We met with folks who said they could help us rebrand, but since we’re so spread out, we wanted to have a national brand that people knew. People see Green Mountain Coffee Roasters and are familiar with it.”
While meant for all customers, the coffee revamp is especially intended to bring fuel consumers inside the store, the company said. Alta Convenience locations will offer limited-time seasonal coffee flavors and coffee promotions throughout 2020.
“At Keurig Dr Pepper, we’re dedicated to helping convenience stores become a premium branded beverage destination with Green Mountain Coffee Roasters, and our partnership with Alta Convenience helps us do just that,” said Patricia Riddle, vice president of sales, away from home, for Keurig Dr Pepper.
Burlington, Mass. and Plano, Texas-based Keurig Dr Pepper is a leading supplier of soft drinks, specialty coffee and tea, water, juice, and mixers. The company has more than 125 owned, licensed and partner brands, including Green Mountain Coffee Roasters, Canada Dry, Snapple, Bai, Mott’s and The Original Donut Shop.
Denver-based Pester Marketing Group operates nearly 120 Alta Convenience Stores in Colorado, Kansas, Nebraska and New Mexico. Pester provides motor-fuel products under several national and regional brands, including Conoco, 76, Phillips 66, ExxonMobil, Shell and Alta Fuels. Alta is No. 58 on CSP’s 2019 Top 202 ranking of c-store chains by total number of company-owned retail units.
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