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Your email address will not be published.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

New Business Development Manager Nordic

Concha Y Toro
Stockholm, Sweden

Experienced Administrator

The Drinks Business
Central London, UK

Sales Executive (London – Craft Spirits)

Bimber Distillery
London, UK

2 x Buying Assistants

Berry Bros. & Rudd
Battersea and Basingstoke, UK

Temporary Christmas Sales Support - Wines & Spirits

Harrods
Knighsbridge, London, UK

Head of Wholesale

Hispamerchants Ltd
London, UK

Sales Manager

Hispamerchants Ltd
London, UK

The World Bulk Wine Exhibition

Amsterdam,Netherlands
20th Nov 2017

The Drinks Business Green Awards 2017

London,United Kingdom
20th Nov 2017

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017
Click to view more

Green Awards 2017

Deadline : 25th October 2017

The Global Riesling Masters 2017

Deadline : 30th October 2017

Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

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.

Click to view more