Shares of Green Mountain Coffee Roasters (GMCR), which markets single cup coffee K-cups and the Keurig line of brewers, are down about 5% in premarket trade after Starbucks (SBUX) launched its new premium single cup coffee brewer, the Verismo System. Starbucks said the Verismo is "the first at-home single cup solution to deliver perfectly crafted Starbucks Caffé Lattes, espresso, and brewed coffee" from one home machine. Starbucks said the Verismo System is currently available only online but will be available at select high-end specialty retailers and participating Starbucks retail stores in the U.S., Canada, and select international markets starting in early October. The machine is available in two design options: the 580 base model and the upgraded V·585, for $199 and $399, respectively.
- Green Mountain Coffee Roasters