Starbucks Japan Launches “Clear Coffee” Beverage Designed to Appeal to Younger Consumers – CoffeeTalk

This year marks a significant milestone for Starbucks as it celebrates its 30th anniversary in Japan. To commemorate this occasion, the coffee chain has launched a series of innovative beverages, developed in collaboration with Shibuya109 lab, a youth marketing organization based in Tokyo’s vibrant Shibuya district. The primary objective of this partnership was to explore the coffee preferences of younger consumers, revealing that a substantial 46 percent had never tried black coffee due to preconceived notions of bitterness, while 56 percent indicated a willingness to consume coffee if it were sweetened.

In response to these insights, Starbucks aimed to bridge the gap between traditional black coffee and sweeter options like lattes and Frappuccinos. Through a series of workshops and tasting events, the company crafted two new beverages designed to enhance both flavor and visual appeal. The result is the introduction of Clear Coffee and Citrus Clear Coffee, which offer a unique take on coffee without conforming to the sweetness of typical Starbucks drinks.

The standard Clear Coffee, priced at 481 yen (approximately $3.26) for takeout, presents a mild coffee flavor with diminished bitterness and a hint of sweetness, making it more approachable for those new to coffee. It retains the characteristic aroma of coffee, serving as an inviting “first step” into the coffee experience for younger drinkers. On the other hand, Citrus Clear Coffee, available for 579 yen for takeout, mixes coffee with citrus fruit pieces to create a refreshing and vibrant flavor, particularly appealing during warmer months. This drink, while seemingly unconventional, offers a visually striking presentation and customization options, enriching the drinking experience.

Both beverages utilize “Sumatra Masa Depan” coffee beans, specifically developed to honor the three decades of Starbucks’ presence in Japan. Since launching its first store in Ginza in 1996, Starbucks has continually introduced exciting products tailored to the local market. These new Clear Coffee drinks are designed to attract a new generation of coffee drinkers who may prefer a lighter profile. They are set to be available at Starbucks locations across Japan starting on July 31.

Read More @ SN24