A coffee chain looking for a reliable marketing move can always add another cold brew drink to their menu.
Cold brew is the drink of the 2020s, just like iced coffee is reminiscent of the 1990s and decades before. It is particularly popular with young consumers, with recent statistics showing that people aged 18 to 39 are almost twice as likely to rate it as a “great” drink than those over 40.
“People tend to confuse iced coffees with cold brew,” TheStreet editors wrote in a comparative review in April.
“While the former is simply any coffee served over ice, cold brews are caffeinated beverages that are the result of an investment of time.
“You brew coffee beans in water, then strain a concentrate which is then mixed with milk or water. Now that you have a coffee, you can serve it over ice, and voila, iced coffee.
One More Cold Brew is coming to Starbucks
To meet that demand, Starbucks has added another cold brew drink to its summer menu — this time, with a creamy chocolate mousse top.
Cold infusion of chocolate cream is a cold infusion with cold mousse filling with chocolate cream and sweet vanilla syrup.
Starbucks markets it as a “light, sweet and silky smooth” beverage meant to bring back those “nostalgic summertime moments,” Rosalyn Batingan of Starbucks’ beverage development team said in a press release.
“When creating this drink, we wanted to give our customers a drink that would bring them back to their favorite summer memories with every sip.”
Prices range from $5.25 to $5.45 in different parts of the United States. Along with the new drink, Starbucks is also adding the Lime Frosted Coconut Bar to its baking menu.
“The classic combination of coffee and chocolate notes, along with the malt flavor in the cold chocolate cream froth, is reminiscent of a malty chocolate milkshake, or that last piece of melted chocolate ice cream on a hot summer day. summer, to recreate the sweet, creamy flavor of summers past,” Batingan said.
Starbucks is all about frozen drinks
While Starbucks started out as an old Seattle coffeehouse, it really built its brand through iconic frozen drinks like Frappuccinos.
The cold brew craze has only bolstered Starbucks’ image as a place to drink cold coffee.
On his last earnings call, interim chief executive Howard Schultz said frozen drinks accounted for “nearly 80% of the business.” This number was 50% just a few years ago
In the United States, Starbucks currently offers five other cold beers on its menus. These include Salted Caramel Crème Cold Infusion and Vanilla Sweet Crème Cold Infusion.
While the coffee giant recently announced a 14.5% increase in net sales to $7.64 billion, Starbucks has been grappling with a number of different issues: competitors who are gather quickly steam, the rise of unions in its stores and in general, stagnation as a brand that has been around for more than 50 years. Over the past year, Starbucks shares have fallen by more than a third.
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