After finding that many Americans (40 percent) prefer lighter-tasting coffee, Starbucks has launched the Starbucks ‘Blonde’ Roast. This new lineup of coffees offers customers an lighter, milder taste than the coffee chain’s other blends.
After exploring more than 80 recipes, Starbucks chose four new blends for its Starbucks Blonde Roast lineup: Veranda Blend, Willow Blend, Decaf Willow Blend and Starbucks VIA Ready Brew Veranda Blend. Set to be available in January 2012, this lineup took about a year to create (which is short period when you compare it to the 20 years it took to create the Starbucks VIA formula).
For the major coffee brand, the Starbucks Blonde Roast category is definitely an opportunity to reach an entirely new section of coffee drinkers that may have previously considered Starbucks coffee too bitter or dark.
Key Themes Behind This Trend
- Lighter-tasting Coffee
- Starbucks launching the 'Blonde' Roast highlights the trend of lighter-tasting coffee becoming more popular among Americans.
- Mild Taste Preference
- As 40 percent of Americans prefer lighter-tasting coffee, there is an opportunity for brands to cater to this mild taste preference.
- New Coffee Blends
- Starbucks developing four new blends for the 'Blonde' Roast lineup showcases the trend of introducing innovative and diverse coffee options.
Where This Applies
- Coffee
- The coffee industry can benefit from offering lighter blends to cater to the increasing demand for milder tastes.
- Beverage
- The beverage industry can explore opportunities to introduce new light-bodied coffee options to appeal to consumers seeking a mild taste.
- Hospitality
- The hospitality industry can incorporate lighter-tasting coffee options in their menus to provide a variety of choices for guests with different taste preferences.
