The New Wine Fragginos from Starbucks Japan are Alcoholic Frappuccinos
Katherine Pendrill — March 30, 2016 — Lifestyle
References: en.rocketnews24 & eater
Starbucks Japan recently announced that it will begin serving boozy new beverages called Wine Fragginos. While the chain already serves beer and wine at select locations, now the chain is experimenting with adding alcohol to some of its existing menu items.
One of the new Wine Fragginos consists of a drink made from blueberry wine sourced from the town of Yoichicho. Just like existing coffee-based Frappuccinos, all of the ingredients will be blended with ice and served cold. Due to the addition of alcohol, the boozy beverage will be priced at 900 yen or about $8 US.
While the company has no plans to bring the boozy Frappuccinos stateside anytime soon, the new menu addition demonstrates Starbucks' ongoing effort to capture the late-night crowd.
One of the new Wine Fragginos consists of a drink made from blueberry wine sourced from the town of Yoichicho. Just like existing coffee-based Frappuccinos, all of the ingredients will be blended with ice and served cold. Due to the addition of alcohol, the boozy beverage will be priced at 900 yen or about $8 US.
While the company has no plans to bring the boozy Frappuccinos stateside anytime soon, the new menu addition demonstrates Starbucks' ongoing effort to capture the late-night crowd.
Trend Themes
1. Boozy Blended Beverages - Starbucks Japan's Wine Fragginos showcase the trend of blending alcoholic beverages with traditional coffee-based drinks.
2. Alcohol-infused Menu Items - Starbucks' experimentation with adding alcohol to its existing menu items indicates the trend of incorporating alcohol into non-traditional food and drink offerings.
3. Late-night Coffee Culture - Starbucks' efforts to capture the late-night crowd highlight the trend of coffee shops targeting consumers outside of regular business hours.
Industry Implications
1. Beverage - The beverage industry can explore disruptive innovation opportunities by combining alcoholic beverages with popular non-alcoholic drinks like coffee-based beverages.
2. Restaurant - Restaurants can leverage the trend of alcohol-infused menu items to attract customers looking for unique dining experiences that combine traditional and alcoholic flavors.
3. Hospitality - The hospitality industry can tap into the late-night coffee culture trend by offering innovative coffee-based and alcohol-infused beverages to cater to the needs of night owls and enhance the customer experience.
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