The student media organization of California State University Northridge

Daily Sundial

The student media organization of California State University Northridge

Daily Sundial

The student media organization of California State University Northridge

Daily Sundial

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Starbucks offering liqueur product

A new Starbucks product can now be purchased in restaurants, liquor stores and bars.

Through working with Jim Beam Brand Company, Starbucks released Starbucks Coffee Liqueur last month at most retail outlets licensed to sell alcohol. Starbucks coffee shops will not sell the liqueur.

“Starbucks is always looking to extend its brand to outside products,” said Nick Davis, Starbucks spokesperson.

The Starbucks bottled Frappucino and DoubleShot espresso are two of the products Starbucks has expanded to outside stores, said Davis.

The popularity of the liqueur during its test-run, conducted last April in Austin, Texas, and Denver, led to the nationwide release of the product, Davis said.

“We found that customers embraced the (product), and we decided to (sell) the product nationally,” Davis said. “Starbucks liqueur is intended for Starbucks fans and customers, as well as liqueur fans.”

Ken Flewellyn, junior art major, said he might try the beverage.

“I am not surprised that (Starbucks) would branch out into something else,” he said. “They are on every corner. Starbucks is going to take over the world. They are just going to monopolize everything.”

Starbucks does not see its expansion into alcohol as a step toward forming a monopoly, Davis said.

“I would say that ultimately, what we are trying to do is to give our customers and our fans another avenue to enjoy,” Davis said. “We are just giving customers another way to enjoy our drinks outside of our store.”

The liqueur is 20 percent alcohol, and contains 34 milligrams of Starbucks blend coffee, one-sixth the amount of coffee found in a 12-ounce cup of Starbucks coffee, according to information on the Starbucks website.

The liqueur costs $22.50 for a 750-mililiter bottle, and is also sold in one-liter and 50-mililiter bottles, according to the Starbucks website.

Devin Hindin, sophomore liberal studies major, said she would not try the liqueur.

“I would buy the cheap stuff,” she said. “(The cheap alcohol) will probably taste better.”

However Hindin said she understands Starbucks marketing strategies.

“(The liqueur) is smart, because (Starbucks is) approaching a broader audience,” she said.

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