Ready for this? Starbucks remakes its future with an eye on beer & wine

on 18/10/10 at 10:49 am

Booze News, Industry

“The idea of serving coffee all day to hype up consumers and alcohol at night to calm them down sounds like a perpetual motion machine,” says Robert Thompson, pop-culture professor at Syracuse University.

But brand guru Scott Bedbury, who was marketing chief for both Starbucks and Nike back in the 1990s, says the evolution is critical for Starbucks and notes that wine sales could bring in “latte-like” profits.

“Brands have to evolve or die,” he says. “It’s a tall order. But if anyone can pull it off, it will be Starbucks.”

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