Starbucks Wants To Turn Your Dial To 11 With New Energy Drinks

Just in case you’re not getting enough energy from Starbucks’ actual coffee or espresso drink, the company has a new offering in the pipeline to give customers the jolt they crave. In April, the omnipresent chain will introduce Refreshers at retail locations nationwide, as well as convenience and grocery stores.

USA Today reports on the announcement, made at the company’s annual meeting in Seattle. The drinks will be “natural,” made from unroasted, green coffee extract, but will have a fruity, non-coffee taste. They’ll run around 60 calories per $1.99 can, with about two-thirds the amount of caffeine of an espresso and one-third of an eight-ounce cup of coffee.

“Starbucks is firing on all cylinders,” CEO Howard Schultz told 2,000 shareholders (pyew, pyew, pyew!). “We are now creating lots of Starbucks products to live outside of our stores.”

The energy drink industry is a lucrative one, with around $8 billion in business, and Starbucks is optimistic they’ll get a nice lille chunk of that. Executives predict sales from these drinks will one day match those from their retail sales. They’re all about expanding lately, announcing earlier this week the opening of their first Evolution Fresh juice bars, with plans for more next year.

Starbucks to jolt consumers with Refreshers energy drink [USA Today]

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  1. Cat says:

    Me: “I would much prefer the original Jolt Cola.”

    Starbucks: “But, These go to 11.”

  2. AtlantaCPA says:

    Nigel Tufnel: Well, it’s one louder, isn’t it? It’s not ten. You see, most blokes, you know, will be playing at ten. You’re on ten here, all the way up, all the way up, all the way up, you’re on ten on your guitar. Where can you go from there?

  3. Quixiotic... Yea it's a typo (╯°□°)╯彡┻━┻ says:

    With only 2/3 the caffeine of espresso and 1/3 that of coffee they’re turning the dial more to about 6, probably closer to 4 and a half with these energy drinks.

  4. Hirayuki says:

    I think it’s weird that Starbucks is making a big deal out of an April launch for these beverages when I bought four of them off a prominent endcap in a Target here in SE Michigan two weeks ago. We’re not exactly known for being on the cutting edge of stuff like this.

    • George4478 says:

      So SE Michigan is not the nation’s trendstarter? You mean I’ve been subscribing to the Port Huron Times Herald for nothing?

  5. pecan 3.14159265 says:

    How much more burnt could this be? The answer is none. None more burnt.

  6. Loias supports harsher punishments against corporations says:

    Given an espresso drink at starbucks costs $8, then it seems they’re keeping the same dollar-to-caffeine-intake ratio intact.

  7. 2 Replies says:

    If they could hike up the caffeine to that of a RedBull, they would have a market with me.
    (Provided the flavor is palatable. …and I LIKE RedBull too. I just like $1.99 better.)

  8. angienessyo says:

    They’re pretty good and while they’re not going to amp you up like crazy, it’s enough to wake me up. I liked the strawberry lemonade one the best. They taste kind of like a less sweet fruity soda, kind of like Izzes. And no, there’s no coffee flavor at all.

  9. majortom1981 says:

    You will get more energy for more of the day by having their iced coffee and their oatmeal for breakfast.

  10. dolemite says:

    Energy drinks make me sad. Most of the people I see drinking them, do so because they are overworked. Long hours at work, due to the economy: people getting laid off, and others picking up the tab, for no extra $. So, due to being drained from work stress, we turn to paying $2-$3 drinks to “pick us up”. So…we pay more $ out of our pocket in order to work harder for no extra pay.