Creative fusion drinks are the next trend? Another Starbucks that sells alcohol officially opens.

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Some people use Starbucks as a coffee shop, some people use Starbucks as a second office (such as me), and some people clock in as scenic spots (such as Shanghai Starbucks Bakery), but I believe not many people will use Starbucks as a bar.

In fact, Starbucks has started selling alcoholic beverages in many parts of the world, and Starbucks has become more and more serious about selling alcohol since some Starbucks stores in the United States started selling alcoholic beverages in the second half of 2016. Especially in the recently opened Starbucks Bakery in Milan, alcoholic beverages have become one of the features here.

In the Chinese mainland area, there are not many Starbucks stores that can drink alcohol, only two in Shanghai (bakery and WTO store), one in Beijing (Beijing Fang store), and today's opening of Shenzhen Bay Zhenxuan store, a total of four.

At this point, we can also see several routes for the development of Starbucks in China, first of all, with the continued increase in the number of stores, Starbucks will open more and more stores in prefecture-level cities; then a route that is easy to be overlooked is related to products: the expansion of the number of selected stores and flagship stores to cope with the third coffee wave, to cater to the audience's higher pursuit of coffee quality, and the expansion of various new categories to give people more choices. Of course, there are also such as cooperation with Ali, exploring online development space, carrying out takeout business and so on.

With the acquisition of tea brand Teavana, tea has occupied a large number of places on all Starbucks menus, which is different from many cafes that specialize in espresso.

Then there is the launch and promotion of Coffee Fusion Ice Cream, a typical case of Starbucks new product incubation: in June 2016, Starbucks launched a series of Affogato ice cream products at Zhenxuan Coffee Roasters in Seattle and became one of the top five most popular products in the store, even in winter. Then it will be promoted across the United States, and then other countries will follow.

Alcoholic beverages are similar, and they can be tasted at Starbucks Bakery in Shanghai at the earliest in China. On app such as Dianping, alcoholic beverages such as "Lane Evening Wind" and "Merlot" have become online celebrity items. In addition to the creative blend of alcohol and coffee, there are individual beers, wines and champagne to choose from in the bakery.

Consumer feedback also proves that in first-tier cities, the popularity of creative blend drinks has not been reduced by higher prices. Relying on past product promotion experience, it is reasonable for Starbucks Shenzhen Bay Zhenxuan Store to start selling wine.

The real feature of the Starbucks store, which occupies two floors, is on the second floor. The Chawana bar mainly produces hand-made tea, such as online celebrity tea "Yingwu White Tea" and so on.

Another bar that occupies a larger position is the special bar, which is designed to feel more like a bar, making cutting-edge creative coffee and cocktails. The aforementioned Merlot is also on sale here: a cherry-flavored bit shakes with cold coffee, accompanied by Lucadot cherries and a workshop version of Manhattan, which is a wine-and fruity Merlot.

In addition to similar to "Merlot" and "spicy warm red wine", craft beer is also a special drink here. The store sells several craft beers in partnership with Taiwan tiger craft brewing, two of which are closely related to coffee: Kenya honey pomelo fruit flavor IPA (India Pale Ale) and Colombian vanilla Ayre beer.

Generally speaking, although it is selling alcohol, the degree of alcoholic beverages sold by Starbucks is not high, and it is more about discussing creative drinks than providing a place to get drunk.

The three biggest drinks in the world are coffee, tea and wine, of which espresso is almost the mixed art of coffee and milk, which is the main type of drink available in most Starbucks stores. What Starbucks wants to talk about now seems to be the mixed art of coffee and wine. For many people who have the ability to taste coffee, the rich taste level is the charm of coffee, and the integration of coffee and wine can enrich this taste level.

This kind of integration is also a bit like product development, some products can become online celebrity drinks, and there are examples of integration failure. Last year, Starbucks even held a consumer poll, allowing consumers to decide which drinks were on the menu and which should be removed from the shelves. If you go to the Starbucks Bakery in Shanghai, you will find that the menu here is probably the most varied in the world. Therefore, not long ago, in her article entitled "Lucky can't beat Starbucks, but not necessarily the next ofo," he compared Starbucks to Samsung in the coffee industry, not on a whim.

In last year's Starbucks Coffee Minister Cup China final, baristas made creative coffee drinks. At that time, many baristas chose to combine Chinese tea with coffee. Perhaps in the near future, we will see Darjeeling black tea with Ethiopian coffee, Yunnan Pu'er and coffee on the Starbucks menu.

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