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Nov 1, 2006

Peet's Coffee & Tea Introduces 'Peet's and Joy' a Holiday Celebration for Family and Friends

Company Unveils the 2006 Holiday Blend Coffee and Holiday Breakfast Blend Tea, Along With a Complete Selection of Elegant Gift Items

EMERYVILLE, Calif., Nov 01, 2006 /PRNewswire-FirstCall via COMTEX News Network/ -- Peet's Coffee & Tea, Inc. (Nasdaq: PEET), a specialty coffee roaster and marketer, today announced the introduction of its 2006 Peet's and Joy holiday program. This celebration of sharing and savoring Peet's with family and friends continues through the end of December 2006.

The centerpiece of the program is the company's core holiday offerings, Holiday Blend coffee and Holiday Breakfast Blend tea, which represent the world's finest coffee and tea lots of the year, hand-selected by Peet's experts and skillfully blended for a perfect balance of flavor, aroma and body. These offerings will be complemented by a unique selection of elegantly packaged coffee and tea gift sets for customers to share and enjoy during the season.

Peet's 2006 Holiday Blend Coffee and Holiday Breakfast Blend Tea

At the heart of this year's vintage is a rare coffee grown in the vast highlands of Brazil, meticulously processed and sun-dried naturally with flavors reminiscent of hazelnut. As Doug Welsh, vice president of coffee, Peet's Coffee & Tea, Inc., shares, "We crafted Holiday Blend in the Peet's tradition by pairing this Brazilian coffee with other extraordinary lots -- a bright, subtly fruited New Guinea, an aromatic Ethiopia suggestive of candied citrus peel, and a few other secret coffees -- to produce a truly memorable cup."

Peet's Holiday Breakfast Blend tea features the finest black teas from the 2006 crop. "This year's blend showcases a bright second flush Darjeeling, a piney Keemun and a honey-sweet Yunnan," said Eliot Jordan, director of tea, Peet's Coffee & Tea, Inc. "The resulting cup is complex, with bright, seasoned flavors and subtle aromatics."

Share Peet's & Joy With Hand-Crafted Gifts

For coffee and tea lovers, Peet's fresh, deep-roasted coffees and hand- selected teas make distinctive holiday gifts and will be enjoyed throughout the winter season. This year, choose from a wide variety of holiday gift sets and food treats, all presented in elegant, festive packaging. Peet's top gift ideas include:

     *    Holiday Blend Coffee & Holiday Breakfast Blend Tea: Includes a pound
          of Peet's Holiday Blend coffee and a 4-ounce tin of Peet's 2006
          Holiday Breakfast Blend tea in a beautiful gift box.
     *    Coffee Samplers: Feature Peet's coffee favorites and are the perfect
          way to introduce friends and family to the distinctive flavors of
          Peet's. Popular samplers include Peet's Holiday Sampler, Holiday
          Grand Sampler and Holiday Day and Night Sampler.
     *    12 Month Classic Tasting Tour: Peet's most popular gift, delivers a
          pound of delicious Peet's Deep-Roasted(R) coffee every month for one
          year.  First delivery arrives with a free Peet's Travel Tumbler.
     *    Peet's 6 Month Comparative Tasting Tour: Savor and explore the world
          of coffee by comparing Peet's Signature blends with related single
          origin coffees. Two pounds each -- one blend, one single origin --
          every month.  Also available in 3 and 12 month options.
     *    Peet's Reserve Coffee Gift: Includes a half pound each of Peet's
          Kona and Jamaica Blue Mountain.
     *    Peet's Rare Tea Gift: A collection of two exquisite teas: Jasmine
          Downy Pearls green tea and Silver Cloud, a white tea available only
          to Peet's, with distinctively sweet flavors.
     *    Premium Tea Collection: Includes four 1.76 ounce tins of the very
          best premium teas Peet's has to offer.
     *    Holiday Blend and Peet's Sweets Quartet: A pound of Holiday Blend
          paired with Peet's most irresistible treats. Holiday Blend is also
          available with chocolate-covered cherries.
     *    Peet's Holiday Gift Card:  From November through December, purchase
          a Peet's debit card worth $50 or more and Peet's will donate 5% of
          the load value* to Coffee Kids, an international non-profit
          organization committed to improving the quality of life for children
          and families living in coffee-growing communities around the world.
          (*Up to a maximum of $15,000)

Gifts are available through the holidays while supplies last in Peet's retail stores nationwide, online at www.peets.com and by calling 1-800-999-2132. In addition, Peet's Holiday Blend coffee is also available at select grocery stores nationwide.

ABOUT PEET'S COFFEE & TEA, INC.

Founded in Berkeley, Calif., in 1966, Peet's Coffee & Tea, Inc. is a specialty coffee roaster and marketer of fresh, deep-roasted whole bean coffee for home and office enjoyment. Peet's fresh-roasted coffee, hand-selected tea and related items are sold in several distribution channels including grocery, home delivery, office and food service accounts and company-owned stores throughout the United States. For information about Peet's Coffee & Tea, Inc., visit www.peets.com or call 1-800-999-2132. Peet's Coffee & Tea, Inc. shares are traded under the symbol PEET.

SOURCE Peet's Coffee & Tea, Inc.

Jennifer Strasburg of Weber Shandwick, +1-415-449-0125, or
jstrasburg@webershandwick.com, for Peet's Coffee & Tea, Inc.
http://www.peets.com

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