Starbucks expands alcohol offering in US

21st March, 2014 by Lauren Eads

US coffee chain Starbucks is to sell alcohol at thousands of its US stores as part of a plan to double its market value to $100 billion.

637ef1ececf240ed9e41ea0ba6325d7cIn 2010 Starbucks, which has around 11,000 locations in the US, began selling alcohol after 4pm at one Seattle location under the project name Starbucks Evenings.

The initiative was a success and later rolled out to a further 26 store in the US including Chicago, Atlanta and LA.

Yesterday it announced that by 2014 a further 40 stores will be selling alcohol after 4pm with thousands more set to follow over the next few years.

The newly transformed bistro style cafés will serve beer, wine and a variety of small dishes in the evenings as part of a plan to boost its market value to $100 billion.

Troy Alstead, chief operating officer, told Bloomberg it is hoped that offering alcohol in the evenings will boost sales but that the roll-out would take several years.

He said: “We’ve tested it long enough in enough markets — this is a program that works.”

“As we bring the evening program to stores, there’s a meaningful increase in sales during that time of the day.”

The ‘after 4pm’ menu includes food such as truffle macaroni and cheese, chicken skewers, Chardonnay and chocolate fondue.

The Chicago menu features nine wines including a Prosecco, Pinot Grigio, Sauvignon Blanc, Chardonnay, Brachetto, Pinot Noir, Malbec, Chianti, and Cabernet Sauvignon.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Job vacancies

Sales Account Manager

Jascots Wine Merchants
London, UK

Marylebone Sales Manager

Philglas & Swiggot
Marylebone, London, UK

Area Sales Manager

Bon Coeur Fine Wines
North England, UK

Procurement Assistant – Wine

Adnams PLC
Southwold, UK

Account Manager Central London

Speciality Drinks Ltd
London, UK

Brand Ambassador

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Ltd
London, UK

Marketing Assistant

Hatch Mansfield
Ascot, Berkshire, UK

Marketing Manager

Bancroft Wines
London, UK

Regional Sales Manager – Scotland

Bancroft Wines
London, UK

Sales Manager – London On-Trade

Bancroft Wines
London, UK

Customer Service & Sales Support Executive

Jascots Wine Merchants
London, UK

Market Insight Analyst

Conviviality PLC
London, UK

Technical Manager

Enotria&Coe
Park Royal, London, GB

The Global Sparkling Masters 2017

Deadline : 25th August 2017

The Global Malbec Masters 2017

Deadline : 25th August 2017

Global Chardonnay Masters 2017

Deadline : 1st September 2017

The Global Sauvignon Blanc Masters 2017

Deadline : 1st September 2017

Click to view more

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

The Global Organic Masters 2017

The drinks business is thrilled to announce the launch of The Global Organic Masters

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Click to view more