The Starbucks Teavana line, a new tea brand from the famous cafe, includes a beverage called the 'Matcha & Espresso Fusion,' among others. Considering Starbucks' experience in the coffee industry, an espresso-flavored beverage is a savvy and sensible move for gaining a comfortable footing in the new terrain of tea.
Part of the appeal of the entire Starbucks Teavana line is how the beverages look. While taste is of course important, Starbucks recognizes the popularity of social media sharing with regard to its drinks. The company's drinks thus offer aesthetics as well as refreshment. The Matcha & Espresso Fusion, for example, uses a layer of milk between the matcha and the espresso to create a striated green, white, and caramel color scheme through the clear cup.
What Makes This Trend Stand Out
- Espresso-flavored Teas
- Creating espresso-flavored teas can provide an opportunity for disrupting the tea industry and appeal to coffee lovers.
- Aesthetic Teas for Social Media Sharing
- Creating visually attractive teas can satisfy customers' desire for aesthetics and increase brand awareness through social media sharing.
- Cross-industry Innovation
- Using Starbucks' experience in the coffee industry to create new tea flavors and products can result in cross-industry innovation opportunities.
Sectors Adopting This
- Tea Industry
- Incorporating espresso flavors in teas offers a unique value proposition which can disrupt the traditional tea market.
- Coffee Industry
- Starbucks' experience in coffee can be leveraged to create unique and innovative tea blends, opening up new business opportunities.
- Food and Beverage Industry
- Creating visually attractive beverages can attract and retain customers, leading to increased brand loyalty and increased market share in the food and beverage industry.
