On April 25th, Starbucks brand-new category "Fun Ice Tune" will be launched in more than 3,800 stores and exclusive star distribution platforms in China.
These 8 new products in one breath, 5 based on Teavana Chawana and 3 based on coffee, creatively combine a variety of real materials such as large pieces of pulp and juice, and the product price ranges from 38 to 42 yuan.
The series "ponder ice tune" breaks through the traditional concept of coffee or tea, and is inspired by cocktails and combines the innovation of tea and coffee.
It's hard to determine what kind of drink it is after drinking it in one gulp. There is tea, wine, coffee and fruit, with distinct layers, but it is not the protagonist, and the fragrance is released for the second time.
For Starbucks, it is both difficult and bold to launch a variety of creative drinks at the same time. As a chain catering enterprise, it needs the support of sufficient resources such as R&D, logistics, training and raw material supply. , so as to solve possible problems such as standardization and stability.
Take one of the orange pomelo parties as an example, mix and match three kinds of citrus fruits-grapefruit, orange and lemon. It seems that the R&D staff of Starbucks still feel that it is not complicated enough, and added one of Teavana's iconic mixed teas: orange herbal tea.
8 new products
The embryonic form of these products originated from Starbucks' selection of creative and special drinks from Shanghai baking workshops. Wang Jingying, president of Starbucks China, proudly called it "the innovation laboratory of Starbucks China".
For example, one of the new products, lime floating cold extraction, was inspired by a famous cocktail tune: whiskey sour wine, which was the popular champion drink of Shanghai baking studio in the summer of 20 18.
Another Guitto with orange scent of tea, vanilla tea and lime juice also originated from the summer popularity of Shanghai baking workshops.
It is worth mentioning that in order to cooperate with this new product, Starbucks specially created 1 1 models of "playful ice cups" with different patterns, four of which are limited editions. In addition to the high value of the cup body pattern, it also practices Starbucks' green concept-it can be reused at least 20 times. Customers will use the "ponder ice cup" as their own cups to go to the store for consumption, and they can also enjoy the preferential treatment in 4 yuan.