Starbucks to expand beer, wine sales at more cafes

Starbucks plans to turn more of its cafes into a destination for beer and wine in the evenings. The coffee company says it is looking to expand alcohol sales to “thousands of select stores” over the next several years, although it didn’t provide details on an exact timeline. The chain first offered beer and wine […]

Starbucks plans to turn more of its cafes into a destination for beer and wine in the evenings.

The coffee company says it is looking to expand alcohol sales to “thousands of select stores” over the next several years, although it didn’t provide details on an exact timeline.

The chain first offered beer and wine after 4 p.m. at one of its Seattle cafes in 2010. The drinks are now in about 26 cafes, with plans to reach 40 by the end of the year. The cafes with alcohol also serve a variety of small dishes, such as bacon-wrapped dates and flatbreads.

It’s part of Starbucks’ push to boost sales after the morning rush hour. It’s a common concept in the restaurant industry – figuring out ways to maximize sales throughout the day since stores have to pay for rent and labour anyway.

Taco Bell, for instance, recently started highlighting snacks in its ads to drive sales during the slower late afternoon hours. And the fruit shakes and other drinks at McDonald’s are seen as a way to attract people throughout the day.

As for Starbucks Corp., the chain recently introduced new sandwiches and salads to boost sales in the afternoon. It’s also branching out into other areas to as it faces more competition in the coffee market.

The company recently purchased a chain of tea shops called Teavana. CEO Howard Schultz has said he wants to make tea as popular in the U.S. as he’s helped make coffee.

Brands Articles

PepsiCo and InterCon Hotels execs embrace ‘The Many’

C2 Montréal invites brands to discuss how they're putting consumers in charge

Wonderbra pushes modern look in new campaign

77-year-old brand aims to attract new consumers with fresh imagery

How Google’s ‘agency for agencies’ tells brand stories

The managing director for The Zoo opens up at C2 Montréal

AmEx influencer campaign travels north of expectations

Social and acquisition teams band together for the company's latest campaign

Shinola’s expansion into Canada gets a PR boost

Detroit-based manufacturer looks to settle in Toronto with help from ASC Public Relations

Canada Goose to open Toronto, New York retail stores

The luxury outerwear brand is investing in its first-ever standalone locations

Thinkingbox looks to grow globally with new funding

Vancouver-based digital production studio lands its first outside investor

Belairdirect heads to medieval times in its new campaign

The brand is going back in time to show how easy insurance has become

Etsy’s Chad Dickerson defines the brand he wants to build

The maker marketplace's CEO talks growth and good business practices