Starbucks Brazil’s Caramel Day Continues for its 9th year in partnership with Gol de Letra Foundation

  • Net revenue profits from Starbucks® Caramel Macchiato beverages sold in Brazil on December 1st will benefit Gol de Letra Foundation, a charity supporting children’s education. 

São Paulo, BRAZIL - SouthRock – Starbucks licensed retail operator in Brazil – today announced that Starbucks Brazil will host its Caramel Day initiative on December 1st in all stores across the country. On this specific day, net revenue profits from the sales of all Starbucks® Caramel Macchiato hot and cold coffee beverages as well as the Caramel Frappuccino® Blended Beverages will be donated to Gol de Letra Foundation in support of children and young people’s education. Now in its 9th year, Starbucks Brazil’s Caramel Day has surpassed BRL 300,000 in donations to Gol de Letra Foundation, benefiting more than 10,000 youth living in vulnerable situations across Brazil.  

“We are pleased to continue promoting the Caramel Day initiative through the sales of one of our most successful and beloved beverages. With proceeds supporting marginalized children and youth across Brazil, this special day garners great excitement from our customers and aptly reflects Starbucks mission to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time,” said Sandra Collier, marketing and social responsibility director of SouthRock. 

Uplifting communities both in and outside of our stores  

As Starbucks celebrates 15 years of operations in Brazil, the company has continued to invest in the communities it serves through partnerships with like-minded organizations such as Gol de Letra Foundation. Founded by four-time world soccer champions Raí and Leonardo, Gol de Letra Foundation offers activities to its beneficiaries focused on culture, education, professional training, leisure and sports in São Paulo and Rio de Janeiro. 

“We are very happy and thankful to have Starbucks as a partner for another year,” said Raí, former professional soccer player. “Partnering with the brand to carry out this work is truly incredible. For Gol de Letra, Caramel Day is one of the most anticipated celebrations of the year, and through it, we can help many children and teenagers to achieve their dreams.” 

Since 2019, Starbucks Brazil Caramel Day has been part of the company’s global Season of Cheer campaign, held annually over the course of six weeks in November and December. Each week of the campaign is thematically aligned with six actions: serve, give, learn, advocate, celebrate and uplift – to help Starbucks Brazil partners (employees) find meaningful ways to make spirits bright and uplift communities both in and outside of the stores. All over the world, Starbucks partners (employees) volunteer several hours in their communities during the Season of Cheer campaign, including supporting non-profit organizations, such as the Gol de Letra Foundation in Brazil. 

The Caramel Day activation will be exclusively valid on purchases made on December 1, 2021. Products will be available for purchase in stores nationwide or through the Rappi delivery app while stocks last.