Starbucks Wants to Experiment with More Carbonated Beverages to Attract Younger Customers – CoffeeTalk

Starbucks CEO Brian Niccol announced the company’s testing of a new carbonated drink line called “Spritzers,” which are an extension of their popular Refreshers, a blend of iced juice and tea drinks that includes fruit pieces. Since their introduction in 2012, Refreshers have become a significant part of Starbucks’ beverage portfolio. On a recent earnings call, Niccol expressed enthusiasm about the test, emphasizing the distinct approach that Starbucks is taking towards sparkling drinks, which have traditionally been staples in fast food.

In the third quarter, Starbucks reported net sales of $9.3 billion, with a 7.9% growth in global comparable sales. The introduction of the trendy Spritzers aims to draw in more customers during the afternoon slump, a time when coffee sales dwindle. This effort aligns with Niccol’s strategic focus over the last two years on key fundamentals like quality coffee and enhanced customer service.

The Spritzers are set to be pilot-tested in around 100 locations across Austin, San Antonio, and St. Louis, following a recent rollout of new Energy and Blended Refreshers. The new sparkling drinks will feature a variety of flavors, including a coffee-citrus mix, peach and passion fruit tea, and a strawberry matcha fusion. Niccol acknowledged past complacency in exploring non-coffee flavors but affirmed that the revamped lineup seeks to resonate with a broader demographic, catering to both young and older customers craving options at different times of the day.

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