Ingredient Spotlight: New initiatives expand Starbucks' reach

June 11, 2010

The new initiatives launched by Starbucks Coffee, Seattle, balance the heritage and tradition of the Starbucks brand with innovation and a desire to be more locally relevant in markets around the world, says Howard Schultz, chairman, president and chief executive officer of Starbucks, during a media tour in April of Starbucks in Seattle.

Starbucks recognizes that its brand occupies a unique position, but that positioning is not something the brand is entitled to, Schultz says. The company is testing concept stores with various platforms that fit in with its Shared Planet pledge that each new store built in 2010 will be Leadership in Energy and Environmental Design (LEED) certified, says Lara Wyss, Starbucks’ director of global consumer public relations.

The Non-Alcohol Beverage Market, the analysts at Beverage Marketing Corporation will dive into the beverage patterns of 2020 and prognosticate whether those patterns will continue in the years ahead.

In Beverage Industry’s annual State of the Beverage Industry: The Beverage Alcohol Market, the analysts at Beverage Marketing Corporation will discuss what fueled the categories performance and what challenges lie ahead.

Beverage Industry Magazine

2021 February

Beverage Industry’s February issue details the steps that beverage-makers are taking to foster a more sustainable future for beverage packaging. Also in this issue, the eMagazine highlights the distribution changes impacting the U.S. wine as well as what is driving the demand for probiotic beverages. Additional articles detail the ingredients supporting cognitive and energy beverage formulations, and the emerging domestic and exotic fruit flavors of tomorrow.

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