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(Image source: Businesweek)
BY ELIZABETH HAGEDORN
After conquering the coffee market, why not take a stab at soda? Starbucks has reportedly
begun testing a new line of handcrafted sodas at select stores.
The Wall Street Journal reports the Seattle-based company recently rolled out its carbonated
drinks in Atlanta and Austin. The drinks come in lemon ale, spiced root beer and ginger
ale flavors.
The company is keeping quiet about the possible new product and its release date. But unofficial
Starbucks blog Starbucks Melody gives us a sneak peek, describing the drinks as "crazy
good" and "a great creative idea."
Perhaps the coffee giant's latest menu item shouldn't come as a surprise. After all,
it dropped the word "coffee" from its Starbucks Coffee logo back in 2011.
And it had already begun branching into juices with its Refresher line. (Via Starbucks)
... along with tea when it acquired Teavana Holdings last fall. (Via Bloomberg)
... and an expanded pastry menu with its purchase of the San-Francisco based La Boulange bakeries.
(Via San Francisco Chronicle)
A writer for the Minneapolis / St. Paul Business Journal notes the move follows rival Caribou
Coffee, which launched carbonated drinks last year, adding its "a way for the coffee chains
to drive more sales later in the business day."
A writer at Daily Finance says the foray into fizzy drinks couldn't have come at a better
time.
"If Starbucks is serious about expanding its reach in soft drinks, it picked a great time
to do so. Summer is the peak season for soda consumption. As temperatures heat up, the
thirsty look to cool down with chilled beverages."
But — in an interview with USA Today — a brand expert predicts moderate success at
best: "The upside is, it turns out to be something that everyone wants and Starbucks makes another
ga-zillion dollars...But that's less likely than the downside. I'm not sure you've got
lots of consumers who will want it."
Sodas may not be the only new menu item the java giant is testing. A cold-foam mocha has
been spotted at Starbucks locations in Nashville.