In an effort to educate consumers about its products and “reclaim” its coffee authority, Starbucks this summer is taking its coffee beans on a summer taste tour to four prominent summer festivals. The tour gives consumers the inside scoop on the roasting process and offers a taste of Starbucks’ brews as well as the coffeehouse culture.

“We’re reminding people that Starbucks is a premier purveyor of specialty coffee and we’re the experts,” Andrea Buckmeier, manager-event marketing team for Starbucks, told Buzz. “We’ve seen an increase in competition lately. We feel this deep level of education is something that is very unique to us.”

That education kicked off June 13-15 at the Dallas City Arts Celebration with an immersive experience that began with a sample of iced Kopelani Blend coffee and an invitation to enter the 1,200-square-foot event space. Visitors met roasters from Seattle and witnessed a full roast cycle, beginning with green coffee beans. Using a chalkboard tasting guide, they progressed through four stations where local coffee masters provided details about each coffee. Post-tour, guests received a 2.5-ounce sample of their favorite coffee with a pocket “brewmaster” guide and a coupon for a bag of whole bean coffee at retail locations.

Two lounge areas offered education about espresso and samples of iced mochas and lattes. Guests could also sign a “taste book” that is traveling across the country with the tour and sign coffee-art postcards that Starbucks will mail for them.

From Dallas, the tour moves to the Cherry Creek Arts Festival in Denver (July 4-6), the Rock Around the Block festival in Chicago (July 12-13) and Bumbershoot Music and Arts Festival in Seattle (Aug. 30-Sept. 1). Agency: Passage Events, Seattle.