After testing its Refreshers energy beverages line across the USA, Starbucks Coffee Company finally takes the new product made from green coffee extract (sourced from unroasted 100% arabica beans) and real fruit juice to the international market. From now on, the Very Berry Hibiscus and Cool Lime flavors of Handcrafted Refreshers beverages will be available to consumers in the US and Canada as well as other 15 countries across the globe. Other formats of the new re-energizing drink— lightly carbonated RTD and VIA instant beverages—have also been launched by Starbucks, but their availability depends on the market.
Photo: The Starbucks Refreshers lineup, www.starbucks.com
The Handcrafted Starbucks Refreshers beverages in two flavors, Very Berry Hibiscus with real berries and Cool Lime with real lime slices, can be purchased at participating Starbucks stores in the U.S., Canada and other 15 countries internationally, including Brazil, UK/Ireland, France, Germany, Switzerland, Austria, China, Japan, South Korea, Philippines, Taiwan, Thailand, Singapore and Hong Kong. The instant version of the beverages, Starbucks VIA Refreshers (same flavours), is available at Starbucks venues across the USA and at Starbucksstore.com for $5.95 per 5-pack. And the line of lightly sparkling RTD Starbucks Refreshers beverages hasn’t changed since spring, when the offering was launched on the US market—it includes Raspberry Pomegranate, Strawberry Lemonade and Orange Melon flavors at select grocery locations and Starbucks stores. By offering three formats of Refreshers, Starbucks invites consumers to enjoy the refreshing mix of natural juice and caffeine from green beans whenever and wherever they find it convenient. So far, the company doesn’t say when the DIY and on-the-go versions will be available to consumers outside the USA.
“Innovation is at the core of everything we do. As the coffee category continues to evolve, our customers expect more and we are committed to bringing uniquely relevant products to market. The introduction of Starbucks Refreshers beverage platform, featuring green coffee extract, is an innovative extension of the coffee market and is the perfect solution for customers looking for a boost of natural energy and thirst-quenching, delicious refreshment,” states said Cliff Burrows, president Starbucks Americas.
To promote the new offering, Starbucks has released a lovely commercial (watch it above) and announced a sampling event ‘This Friday, Try One On Us,’ inviting to “enjoy a free Tall (12 fl. oz.) handcrafted Starbucks Refreshers beverage at participating stores. No purchase necessary. Limit 1 per person” (the activation is slated for July 13, and will hit participating US and Canada Starbucks stores). Starbucks has also launched a dedicated page, describing the new product and breaking down stereotypes about green coffee extract.