Wine at Starbucks Coffee - Total Brand Sense

Alternately I've suggested, predicted and suggested that Starbucks sell wine and beer at night, after people come home from work.
Because the brand is about "a third place" and not the coffee specifically.
I've said over and over that when you stray from your core brand excellence focus, the results are less than stellar. As in, I don't like their breakfast sandwiches (not made with love), I didn't like the idea of Via (detracts from the experience) and when they changed their logo to go global (taking away from the local emphasis) I was really less than thrilled.
Today USA Today reported that Starbucks is planning to sell wine and beer in the evenings. In fact the entire plan is called "Evening."
It's a great brand move.
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All opinions my own. Photo by Jing via Flickr. For a brand consultation, contact me.

About

Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, www.AllThingsBrand.com and www.DannielleBlumenthal.com, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.