Starbucks cross-border wine field Starbucks coffee with wine is called Starbucks Zhenxuan Coffee Distillery

Since there are taverns in cafes, the mode of day and night drinks has become a trend in the life of young people. As a result, restaurants with cafes and taverns have become more and more popular in the market.

Starbucks, the world's largest coffee chain, also seems to have an insight into the younger generation's preference for "sighing coffee during the day and tasting wine at night", so Starbucks made a bold attempt to combine the bar experience with selected coffee.

In April 2019, China's first Starbucks Zhenxuan Coffee Distillery opened in Shanghai Bund Source. This is the first time that Starbucks has perfectly integrated bar experience with Zhenxuan coffee and opened a new model of coffee and bar integration.

The opening of Starbucks Zhenxuan Coffee Winery means that customers can enjoy coffee, wine and food with Starbucks characteristics at any time, in the words of Starbucks: in Starbucks Zhenxuan Coffee Winery, during the day, use a cup of Zhenxuan coffee to provide energy for nearby workers, and you can relax with the charming aroma of wine after work.

At that time, after this type of store was launched, another netizen said: "Starbucks is a bit too cross-border in this wave of fun. I feel that Starbucks wants to be a place with both cultural and green temperament of Houhai bar and serious sexual space of boutique bar. Coffee and wine is twice as excited, Starbucks directly cross the border into wine curry bar."

So far, Starbucks has opened a number of Bar Mixato bars across the country, including Beijing, Shanghai, Chengdu and Wuhan. Starbucks has obviously incorporated the bar as new business type into the brand system. Starbucks also said that it will speed up the pace of social scenes in the tipsy space in the future.

As we all know, the outstanding thing about Starbucks is that it can become the heart of many people, such as the various shapes of cups launched by Starbucks, and the Zhenxuan coffee distillery store launched by Starbucks. Starbucks, as a major producer of cups in the coffee industry, has been in the cup for 23 years, and when it comes to the field of cross-border coffee coffee, it doesn't start in 2019 in detail. Starbucks' first coffee shop to integrate into wine is a flagship store in Beijing, but this is not the first time Starbucks has been exposed to the "wine" business.

Starbucks first came into contact with the "wine" business in 2016.

Starbucks sold alcoholic beverages in some stores in the United States, but there was no bar experience area at that time, until it opened a flagship store in Beijing in 2018, followed by a number of alcoholic coffee drinks. the introduction of pubs in cafes extends the night experience in the third space, the first time Starbucks has introduced a full bar experience in China.

Starbucks cross-border bar, on the one hand, this model is the current trend, can win everyone's heart, the development of the pub provides consumers with another kind of consumption scene-the social entertainment scene of nightlife, on the other hand, the pleasure of the combination of caffeine and alcohol provides consumers with double excitement.

For the Starbucks brand, the introduction of a pub in the cafe extends the night experience in the third space, expands the product category for Starbucks, makes its category richer and diversified, and adds a new user group. In addition, day and night wine is the current popular model, the space of the user group is relatively large, under the blessing of these "favorable" conditions. Starbucks chose to increase the wine scene is undoubtedly a good choice, even netizens also joked: "Starbucks cross-border wine curry bar."

* Image source: Internet

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