Starbucks launched a delivery service Tuesday, just not the long-awaited service it’s been touting for the past few months. Instead, the company unveiled a small-batch monthly delivery subscription service of recently roasted coffee.

The Wall Street Journal reports the Reserve Roastery Subscription service is part of the coffee company’s ongoing efforts to entice customers with upscale java.

Officials with Starbucks say the service, which costs $24 for a month or $288 for a year, allows subscribers to receive an 8.8-ounce bag of Reserve coffee within three to five days of being roasted at the company’s Seattle roastery.

“Starbucks Reserve Roastery subscriptions are – aside from visiting the Roastery and having our partners scoop the coffee right in front of you – the freshest, fastest and most innovative whole bean coffee experience in the marketplace,” Howard Schultz, chairman, president and chief executive officer of Starbucks, said in a statement.

According to the WSJ, Starbucks has been working to woo a growing niche of specialty coffee lovers by increasing the number of such products it offers.

Back in September, the company began selling a line of single-origin coffees. The company also announced plans to open 100 specialty Starbucks stores selling only small-batch coffees.

Starbucks Launches Small-Batch Coffee Delivery Service [The Wall Street Journal]

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