Would You Like a Latte with that Glass of Wine??
This could be a question posed to you at your next Starbucks visit. Seriously, folks in Seattle may already know about this new venture of the coffee chain’s effort to tap into the evening market. It is not enough for Starbucks to wake you up – now they want to “chill” you out at night. When you think about it though, maybe it’s not a bad idea. For the most part, the décor and tenor of many of the outlets are casual and relaxed. There is space to sit back, ponder the issues of the day and collect your thoughts. It may be a nice setting.
Starbucks plans to sell wine and beer after 4 pm in highly selected stores. It is a process that will take place slowly. The chain has over 12,000 stores, and they may make the move to have several thousand stores participate in wine and beer sales. The key here again is that it will progress slowly and selectively. Not all stores are well-suited for this type of service, and Starbucks has stated that they will choose the locations with great care.
The original test market for this platform was in Seattle at a single store in 2010. It expanded to over 25 stores in Chicago, Atlanta and Southern California in 2012. The service now has extended to more stores in Seattle, Portland and Washington D.C.
Here is an example of the wine list from one Seattle location:
WHITE
Chardonnay: Ferrari-Carano, Sonoma County
Riesling: Chateau Ste. Michelle, Columbia Valley
Pinot Gris: Erath, Oregon
RED
Red Blend: Apothic, California
Pinot Noir: Lange Estate, Willamette Valley
Syrah: Amavi Cellars, Walla Walla Valley
Cabernet Sauvignon: Columbia Crest, H3 Horse Heaven Hills
Pinot Noir: Sanford Fior de Campo, Santa Barbara
Cabernet Sauvignon: Markham, Napa
Red Blend: Justin “Justification,” Paso Robles
Cabernet Sauvignon: Louis M. Martini, Napa
Not a bad beginning to a revolutionary concept. Who would have thought that a coffee shop would also turn into a relaxed night vibe? Be on the lookout for one coming to a location near you!
Enjoy!