An elevated Starbucks (sbux) – Get a free report The experience is, for many of its fans, the chance to order a glass of wine or a fancy cocktail: The coffee giant began testing alcoholic beverage service at select Brooklyn locations in 2015, but scrapped plans in 2018. and limited sales of alcoholic beverages. to their Reserve locations.
The second location in New York and seventh in the world, the new Starbucks Reserve Empire State Building opened to the public on November 16 and pays homage to the iconic New York landmark – the 23,000-square-foot space spans three floors. of the building with shop and bakery on the ground floor, lounge on the ground floor and restaurant and bar on the upper floor.
That bar and restaurant is built in an Art Deco style meant to mirror the Empire Statue Building: a wall of metallic geometric patterns separates the dining room from a bar that looks like it belongs on a “Mad Men” set.
Multiple Faucets, Multiple Drinkers
Cocktail names like the Empire Negroni, Siren Tea Punch Fountain, Starbucks Reserve Royale Experience, and Big Apple Blossom hark back to that mid-century era, but for Starbucks, it was all about starting what it thinks will be a big new trend: cocktails. to share, or a drink served in a single container for multiple drinkers.
The mixes come in retro-style containers with a spout or individual spouts that can be turned to cool the glass, and start at $100 for four people. There are also a number of signature single cocktails starting at $20.
“It stands alone here and it’s perfect for celebrating, talking and even making memories,” Starbucks says in describing its new offering.
This is not the place for a simple gin and tonic, as the most interesting drinks are a nod to coffee or New York City: Big Apple Blossom is a mix of Dorothy Parker gin, pear brandy and green apple liqueur with an edible. flower for that apple-flavored tartness, while the Roastery Old Fashioned is made from whiskey, cold beer, and Amaro del Capo.
Starbucks has also seriously invested some serious resources in the espresso martini. Dubbed by some the hottest drink of the past two summers, the vodka-coffee mix is served both as a stand-alone drink and as part of a tasting flight with different spirits.
Alcoholic beverages are a lucrative new market
Visitors to the Reserve Empire State Building will also be able to book a do-it-yourself session with a mixologist along with a separate class on barrel-aging whiskey and coffee.
For the kids or those who don’t drink, there is also a class on making non-alcoholic spritz.
“Pour, shake, stir and sip – discover your inner mixologist and learn how to craft our Starbucks Reserve version of the iconic classic martini,” Starbucks says of its mixing and tasting classes.
So why is Starbucks so intent on offering so many alcoholic beverages and expert classes? Your presence certainly helps elevate your neighborhood Starbucks Reserve Experience, but it’s also an opportunity to take advantage of something customers will pay top dollar for when they get the chance.
In earlier research for a late-night alcohol program that was eventually removed, Starbucks found that 70% of older Starbucks customers also like wine (compared to 30% of the general population).