What is the name of Starbucks’ premium coffee line first introduced in 2010?

Starbucks Reserve is the company’s premium coffee line first introduced in 2010.

The Reserve program focuses on distinctive, small-lot coffees selected from producing regions around the world. These coffees are generally presented as rarer or more unusual than Starbucks’ core blends and may be offered through special stores, Roasteries, or limited releases.

The line helped Starbucks develop a higher-end coffee experience while retaining its connection to the main brand. Reserve products can include whole-bean coffees, brewed offerings, espresso drinks, and merchandise associated with specialty coffee preparation.

Starbucks Reserve is sometimes confused with Starbucks’ general premium positioning or with the Reserve Roastery format. Reserve is the product and experience line; a Roastery is a type of large destination store that showcases it.