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CPG Management., marketing, Retail Selling

Starbucks to Roll Out Energy Drink for Retail Distribution

SEATTLE — This April, Starbucks plans to roll out a new line of “natural” energy drinks, Starbucks Refreshers, to be sold at c-stores, as well as grocers and Starbucks stores, according to a USA Today report.

With 40 to 55 milligrams of caffeine, the fruity, carbonated drink reportedly uses unroasted, green coffee extract for the energy boost — but has no coffee taste. Beverage flavors include Raspberry Pomegranate and Strawberry Lemonade, and each 12-ounce, 60-calorie can will sell for $1.99.

“Starbucks is firing on all cylinders,” CEO Howard Schultz told 2,000 shareholders at the company’s annual meeting in Seattle recently. “We are now creating lots of Starbucks products to live outside of our stores.”

By late April, Starbucks Refreshers will be sold at 160,000 grocers, USA Today reported. By July, made-to-order versions will be sold at Starbucks stores.

via Starbucks to Roll Out Energy Drink for Retail Distribution – Packaged Beverages – Convenience Store News.


About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.


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