Starbucks Evenings program (2010-2019)
Starbucks began testing beer and wine sales at a Seattle store, then expanded the 'Evenings' program to around 40 U.S. locations. The company saw alcohol as a way to draw afternoon and evening customers who otherwise left after coffee.
The pilot showed customers would buy alcohol at a coffee shop.
Starbucks ended the program in 2019 to refocus on coffee and cold drinks.
Shows a coffee-first brand trying alcohol to capture more of the day, the same bet Queen City is making at a neighborhood scale.
