How Starbucks Supports U.S. Troops with Holiday Coffee and CSR

When you think of the holidays, you might picture family gatherings, warm drinks, and festive coffee. But for U.S. soldiers stationed far from home—especially overseas—the season can feel isolating. Many miss the comfort of familiar routines, including their daily coffee. So how does a global coffee chain like Starbucks reach those troops, and why does it matter?

Starbucks has pledged to raise $450,000 for the USO (United Service Organizations) and is distributing free VIA instant coffee to deployed service members. In November, the company also donated $5 from every special Veterans Day Star card purchase to USO Transition 360, a program helping veterans reintegrate into civilian life.

What Is the USO and Why Does Starbucks Support It?

The USO, founded in 1941 during World War II, is a major independent nonprofit that provides support to active-duty and veteran U.S. military personnel. Though not a government agency, it’s widely regarded as one of the most effective organizations serving those in uniform. Starbucks’ head of military affairs, Matt Kress, said the partnership works because both organizations share similar values. For many troops, drinking Starbucks coffee—especially a taste of home—offers a small but meaningful connection to normal life.

Starbucks’ Veterans Day and Holiday Campaigns

In November 2023, ahead of the holidays, Starbucks ran a campaign tied to Veterans Day (November 11). For every specially marked Star card sold, $5 went to the USO Transition 360 project, which assists veterans in transitioning to civilian careers and lifestyles. Then, as December approached, Starbucks announced a broader effort: raising $450,000 for the USO and supplying free VIA instant coffee to soldiers stationed abroad. VIA is Starbucks’ soluble coffee product, designed for convenience and consistent quality without a brewer.

The Business and Brand Strategy Behind the Campaign

While these efforts support a worthy cause, they also function as strategic marketing. The holiday season is saturated with commercial ads, and Starbucks uses corporate social responsibility (CSR) initiatives to stand out. Howard Schultz, Starbucks’ former CEO, has long been vocal on social and political issues. He even considered running for U.S. president in 2016, though he later denied it. Schultz co-authored a 2014 book with Rajiv Chandrasekaran, a former Washington Post journalist, titled For Love of Country, focusing on veterans. The book and related media content have been shown in Starbucks stores, further embedding the brand in the military support conversation.

Frequently Asked Questions

How much money is Starbucks raising for the USO this holiday season?

Starbucks has pledged to raise $450,000 for the United Service Organizations (USO) to support programs that assist active-duty and veteran military personnel, particularly those stationed overseas.

What is VIA coffee, and how is it being used in this campaign?

VIA is Starbucks’ brand of instant coffee, known for its convenience and consistent taste. It is being distributed for free to U.S. soldiers as part of Starbucks’ holiday support initiative to provide a taste of home while deployed.

Did Starbucks donate to veterans through other means recently?

Yes, in November 2023, Starbucks donated $5 from every special Veterans Day Star card sold to the USO Transition 360 program, which helps veterans transition to civilian life after service.

What is the USO and what does it do for military members?

The USO is an independent nonprofit founded in 1941 that provides various forms of support to active-duty and veteran U.S. service members. It is not a government agency but is considered one of the leading organizations for military personnel welfare.

Why is Starbucks involved in military support initiatives?

Starbucks aligns its brand with CSR efforts and has a history of supporting veterans. Former CEO Howard Schultz has publicly advocated for veterans' causes and co-authored a book on the subject, further motivating the company’s involvement.

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