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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.

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All opinions my own. Originally posted to Quora. Public domain photo by hbieser via Pixabay.