Starbucks Introduces Starbucks Refreshers, Enters The Energy Drinks CategoryWritten by Branding Magazine / Featured in: Business / 23.03.2012.
With its new release of Refreshers beverages, Starbucks is announcing an entry in big style into the energy drinks category. By big style I mean that they will be the first to bring green coffee extract innovation to their products and consequentially on the global market.
Refreshers are a drain innovation that brings thirst-quenching refreshment from real fruit juice and green coffee extract as a natural ingredient. Just one more in a row of new and innovative products is a proof of Starbucks successful implementation of their new growth strategy.
“The launch of new products such as Starbucks VIA Ready Brew, Starbucks Blonde Roast Coffees and customizable Frappuccino are great examples of how we continue to leverage our coffee expertise. If anyone was going to innovate in coffee while delivering on an untapped energy and refreshment needs state, it would be Starbucks,” said Annie Young-Scrivner, global chief marketing officer for Starbucks and president, Tazo Tea. “The energy category is the fastest growing category within measured CPG channels at $8 billion, up 16 percent over the last year. The launch of Starbucks Refreshers beverages continues to support our growth strategy to innovate with new products, enter new categories, and expand into new channels of distribution.”
The new drinks are based on Starbucks‘ rich experience in coffee producing and developing the branch of their business by satisfying all the consumers’ needs with some additional tastes, extracts or products. In particular, Starbucks Refreshers contain a natural energy extract from green caffeine made of 100% Arabica beans. The diversification on Refreshers is that extract is unroasted, which gives the mild and fresh flavor, but still with the old, classic coffee taste.
At 60 calories per 12 fl. oz. can, ready-to-drink Starbucks Refreshers beverages are available in Raspberry Pomegranate, Strawberry Lemonade and Orange Melon, in lightly sparkling, ready-to-drink form.
The beverage is already available, but only in ready-to-drink Starbucks packages at selected groceries and locations in the U.S. By the end of April, Refreshers will be available at more than 160,000 points of distribution across the U.S.