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Starbucks tests carbonated drinks to boost sales

Created at 30 Jul · 5:40 PM1 source↑ Market-relevant
IN SHORT

Starbucks is testing a new line of carbonated beverages called "Spritzers" in about 100 stores across Austin, San Antonio, and St. Louis. The move aims to expand its popular Refreshers beverage business and increase sales during the afternoon hours.

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Key Numbers

$9.3 billionStarbucks third-quarter net sales
7.9%global comparable sales growth in Q3
100stores testing new Spritzers

Who's Involved

Starbucks
testing new carbonated beverage line
Brian Niccol
Starbucks CEO discussing new Spritzers
Starbucks tests carbonated drinks to boost sales

↳ Why This Matters

Starbucks' introduction of carbonated "Spritzers" represents a strategic effort to innovate within its popular Refreshers line, aiming to capture afternoon sales and attract younger demographics, potentially boosting overall revenue and market share in the competitive beverage industry.

Key facts

  • Starbucks is testing new carbonated drinks called "Spritzers".
  • The company reported third-quarter net sales of $9.3 billion.
  • Global comparable sales increased by 7.9% in the third quarter.
  • The Spritzers are being tested in about 100 stores in Austin, San Antonio, and St. Louis.
  • The new beverage line aims to attract customers in the afternoon and appeal to younger demographics.

Starbucks is introducing a new line of carbonated beverages, dubbed "Spritzers," as part of an effort to invigorate its popular Refreshers business and drive sales, particularly during the afternoon.

CEO Brian Niccol announced the initiative during the company's third-quarter earnings call, where Starbucks reported net sales of $9.3 billion and global comparable sales growth of 7.9%. The company is testing the Spritzers at approximately 100 locations in Austin, San Antonio, and St. Louis.

Niccol highlighted that the new drinks are a distinct approach to carbonated beverages, focusing on "delicious flavors that are relevant for the customer." The expansion into sparkling drinks follows recent introductions of Energy and Blended Refreshers. The strategy also aims to attract younger consumers and increase business during non-peak morning hours.

The sparkling flavor options include a coffee and citrus combination, a peach and passion fruit tea, and a strawberry matcha blend. Niccol expressed excitement about reinvigorating the Refreshers platform, noting its broad appeal across different times of day and customer demographics.

Frequently asked questions

Starbucks Spritzers are a new line of carbonated versions of the company's popular Refreshers iced juice and tea drinks.

The new drinks are being tested in approximately 100 stores located in Austin, San Antonio, and St. Louis.

The company aims to expand its Refreshers beverage business, increase sales during the afternoon, and attract younger customers.

The initial flavors include a coffee and citrus combo, a peach and passion fruit tea, and a strawberry matcha mashup.

What Happens Next

01Starbucks will evaluate the performance of the Spritzers test in Austin, San Antonio, and St. Louis.

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Cadence

How It Developed

Starbucks reported net sales of $9.3 billion for its third quarter.
Global comparable sales grew 7.9% in the third quarter.
Starbucks is testing carbonated versions of its Refreshers, called Spritzers.
The company is rolling out the Spritzers concept in approximately 100 stores.
The new sparkling lineup includes coffee and citrus, peach and passion fruit tea, and strawberry matcha flavors.

Sources

T1
Starbucks is betting bubbles will give sales some sparkleBusiness Insider

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