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Insight of the Day: Starbucks jumps on the energy drink bandwagon

Starbucks Releases New Iced Energy Drinks to Attract Younger Consumers and Boost Sales

Key Takeaway:

Starbucks is launching a new line of sugar-free iced energy drinks to attract younger consumers and boost sales amidst a recent decline.


  • Starbucks is introducing two new flavors of iced energy drinks, Tropical Citrus and Melon Burst, along with a limited-time frozen variety.

  • The energy drinks contain about the same amount of caffeine as a 16-ounce cold brew.

  • This launch is part of a larger effort by Starbucks to reverse a decline in same-store sales.

  • Starbucks is targeting younger consumers who are more likely to consume energy drinks.

  • The energy drink market has been growing rapidly in recent years.


Energy drinks are booming in popularity, and restaurants are increasingly adding them to their menus to cater to consumer demand.

Consumers Addressed:

  • Younger consumers who are more likely to consume energy drinks.

  • Health-conscious consumers who are looking for sugar-free options.

  • Existing Starbucks customers who may be interested in trying new beverages.


  • Starbucks is strategically entering the growing energy drink market to attract new customers and boost sales.

  • The company is focusing on innovation and new product launches to appeal to a wider audience.

  • Starbucks is leveraging its brand recognition and existing customer base to promote its new energy drinks.

Implications for Brands:

  • The success of Starbucks' energy drinks could encourage other coffee and beverage brands to enter the energy drink market.

  • This move could further fuel the growth of the energy drink industry.

  • Brands will need to focus on innovation and product differentiation to stand out in a crowded market.

Implications for Society:

  • The increasing popularity of energy drinks raises concerns about their potential health effects, especially among younger consumers.

  • The availability of energy drinks in restaurants could normalize their consumption and lead to increased intake.

  • This trend could also contribute to the ongoing debate about the regulation and marketing of energy drinks.


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