A company has four choices when it comes to developing brands. It can introduce line extensions, brand extensions, multibrands, or new brands.
Starbucks has proven time and again that it is a master at developing product strategies. The company in a recent press release has announced the introduction of a new core espresso offering with the launch of the Flat White handcrafted espresso beverage.
According to the company’s website, it will make its new product line, Flat White, available at participating Starbucks® stores in the U.S. and Canada.
The Starbucks® Flat White is an espresso beverage made with two ristretto shots, combined with a thin layer of velvety steamed whole milk and finished with a latte art dot. A ristretto shot delivers a sweeter, more intense coffee flavor. Starbucks baristas perfectly steam milk into creamy micro-foam and carefully free pour to allow the espresso to rise to the top of the beverage for a bold coffee flavor with a sweeter finish.
The Starbucks® Flat White joins the core menu line-up of espresso beverages like Caffé Americano, Caffé Latte, Cappuccino, Doppio Espresso, and Espresso Macchiato.
“Every Starbucks espresso beverage starts with sourcing the finest coffees from around the world, and by extending our offerings to include Flat White we are showcasing these quality ingredients in a full-flavored coffee beverage,” said Craig Russell, executive vice president, Global Coffee. “The craftsmanship that goes into each cup is highlighted in an exceptional way, and we are excited to share this experience with our customers.”
Since originating in Australia in the 1980s, the Flat White became a coffeehouse staple in the U.K. and is now a budding favorite among coffee aficionados in the U.S. and Canada. Starbucks customers in Australia have enjoyed the beverage in stores since 2009, and those in the U.K. since 2010.
“The growing sophistication of coffee drinkers around the world and in the U. S. makes the Flat White a perfect beverage for coffee lovers,” said Christine Barone, vice president, Espresso and Brewed Coffee. “As a global company, we have the opportunity to find inspiration from our cafes around the world and bring products to our customers that offer ways to further explore coffee like this handcrafted beverage.”
Together with the Starbucks espresso beverages, the company’s website says customers may also enjoy alongside the new Flat White the following:
Caffé Americano: Espresso with hot water poured over the top releasing a wonderfully rich cup of flavor
Caffe Latte: Rich, full-bodied espresso in steamed milk, lightly topped with foam
Cappuccino: Espresso with steamed milk, topped with a deep layer of foam.
Doppio Espresso: Two shots of rich, full-bodied espresso
Espresso Macchiato: Rich, full-bodied espresso “marked” with a dollop of steamed milk
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