Jun 24, 2014

Starbucks Targets Afternoon Sales With Fizzio Sodas


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cb4f9c90-dd31-0131-6cad-0aa0f90d87b4Over the past couple of years, carbonation has quietly grown into a top trend in the health-conscious beverage industry. From Izze’s and Steaz Sparkling Sodas, to the truly healthy Kombuchas on the shelf, these modern carbonated beverages offer the fizzy experience, without the artificial additives. For Starbucks, the time seems ripe to capitalize on the $400 million dollar global carbonated beverage market – with a line all their own.

Today, the company rolls out three flavors of Fizzio Handcrafted Sodas made by baristas at more than 3,000 locations across the U.S., with new caffeine-free offerings for late afternoon purchasers. With little room for growth, adding new drinking occasions could be impactful for the designer coffee king.

Just as baristas expertly craft a triple-shot latte, they now will add in the fizzing, popping process to creating your handcrafted Golden Ginger Ale, Spiced Root Beer and summery Lemon Ale. The sodas come with a Starbucks price tag: about $2.45 for a “tall”, where a can of Coca-Cola will run around $0.50. The line of sodas promise to be efficient, taking only 85 seconds to make.

With months of testing under their belt in Austin and Atlanta, Starbucks is confident that Fizzio can be a true disruptor in the soda category.

“We are changing the game in terms of how to get a carbonated drink,” says Josh Fine, brand manager for Fizzio.”Like what Starbucks did to coffee 40 years ago, we think we can do in the carbonation space.”


Image via Starbucks 


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