Starbucks Admits Its Beer And Wine Idea Was A Disaster

Posted: Jan 10, 2017

Last call for that Argentine malbec alongside your … petite vanilla-bean scone. The 400-plus locations that currently offer Starbucks’ once heavily promoted beer- and wine-fueled tapas menu will go back to being normal Starbucks locations tomorrow, the company tells the Seattle Times. The so-called “Evenings” program was Starbucks’ way of appealing to the happy-hour and cheap-date crowds with a mediocre wine list, a variety of cold microbrews, and small plates like truffle macaroni and cheese. At one point, the chain’s goal was to expand it to a quarter of all U.S. stores by 2020.
Like pretty much all of Starbucks’ other grandiose ideas, though, this plan didn’t quite work out.

Officially, the chain explains it’s refocusing energy on the new higher-end Reserve stores, so the “traditional” cafés’ food offerings will be quotidian “lunchtime” items from here on out (i.e., even more fast-food-y). The last after-work bottle of wine will be sold Tuesday, although a few non-franchised stores will apparently be allowed to keep selling booze the same way Barnes & Noble locations sell random soups and pizza.

Grub predicted the business dangers of booze at the ’Bucks in 2014, right after the chain announced plans to roll it out in “thousands” more stores, noting its commissary-prepared fare would have to compete against more legit food at upscale wine joints, that the plan could cause zoning-ordinance issues, and also that it’d mean the same absolutely terrible Starbucks customers in line, only now with the ability to be totally blotto. The company says the new plan isn’t to nix beer, wine, and spirits entirely, but to integrate them into the fancier new stores, which technically already employ mixologists.

Source: Grub Street
By Clint Rainey
January 9, 2017

Go-Wine Sharing and Promotion

Go-Wine's mission is to organize food and beverage information and make it universally accessible and beneficial. These are the benefits of sharing your article in

  • It Generates Free Traffic to your site.
  • Your Article Will Get Indexed Faster.
  • Your Google Rankings Will Rise. Google Rise Articles with Positive Participation & Contribution.
  • Your Article Will Reach New Customers and Audience. Go-Wine has a selected audience and visitors from over 120 countries.
  • You always receive credit - you will be cited accurately (Author, Website & Hyperlink).
  • The integrity of the Information is not compromised - you always will be linked to the most up to date version of your article.

Contact Us for more information.

© 2018 Go-Wine©. All Rights Reserved.
Designed by CX Web Design. Vision of Wine Business Academy