If you raised an eyebrow at the idea of Starbucks selling wine, well… you can keep it raised. Despite reports of wine sales ending at Starbucks, the latest is that they will continue — but only at their high end “luxury” establishments, reports Decanter.
That’s right. Starbucks’ new-ish luxury concepts are Roastery and Reserve. At a Roastery, you can select from over 200 coffee varieties, speak to a Starbucks Certified Coffee Master, and now, relax with a glass of wine.
In the meantime, RIP to the “Evenings” initiative. This was part of a push to expand beyond the morning coffee rush. However, it’s possible that Starbucks wine at non-Starbucks prices of $30-40 per bottle did not resonate (see photo).
Regardless, expect to see more Roastery in your future — Starbucks plans on adding this concept to 20% of its US stores within the next 5 years.
– Starbucks to only serve wine at luxury stores – Decanter