Starbucks readies debut tea shop

Starbucks is trying to further its appeal beyond coffee by launching its first tea outlet In Seattle, US.

Starbucks: launched Refreshers in March
Starbucks: launched Refreshers in March

The coffee chain is opening a concept store called Tazo in the US, which will offer customers more than 80 varieties of tea.

The tea store will sell standard iced teas along with personalized tea blends, which customers can take home in pouches or brew in store.

The move marks Starbucks' latest attempt to broaden its appeal as it comes under growing pressure from rival coffee chains and independent outlets.

Starbucks acquired juice brand Evolution Freshin November 2011 and made its first foray into energy drinks in March with a low-calorie fruit juice containing green coffee extract, called Starbucks Refresher beverages.

The Tazo concept will be trialled in Seattle before a likely roll out further afield. It is unclear if it will be rolled out in the UK.

Starbucks acquired Tazo for $8.1m (£5.2m) in 1999. It currently sells its products through third-party retailers.

It is thought the company has no plans to open other tea-centric locations, but it will continue to focus on growing the Tazo brand.

Follow John Reynolds on Twitter @johnreynolds10

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).