Starbucks Refreshers: Company Unveils Energy Drink Line

A new juice bar concept wasn't enough for coffee giant Starbucks -- it's getting into energy drinks as well. The new energy drinks, which are available now in select retail and grocery stores, come in three flavors: raspberry pomegranate, orange melon and strawberry lemonade.

In addition to fruit juice, the carbonated drink uses green coffee extract, but has no coffee taste. The 12-ounce cans contain 60 calories.

"If anyone was going to innovate in coffee while delivering on an untapped energy and refreshment need state, it would be Starbucks,” Annie Young-Scrivner, global chief marketing officer for Starbucks and president of Tazo Tea, said in a press release.

The $8 billion energy drink category is up 16% from last year, which explains why companies are hustling to get more energy drink products in the marketplace. For example, Red Bull recently announced plans for a zero calorie energy drink. It remains to be seen if Starbucks can compete with the big players who have been in the energy drink game for years, but we have to admit, the Refreshers flavors sound a lot more palatable than some of the products already in the marketplace.

By the end of April, Starbucks Refreshers will be available at 160,000 locations.

Comments

[Dawne Morris]

07:57 PM on 03/27/2012

This is crazy, the red bull and starbucks markets are all about increasing a bottom line and getting profits and not really about the end drinkers health....I like how no where is there a list what ingredients they use.

I will keep my NanoLean and not crash and it is a real energy supplement and metabolism boost all while not adding to high blood pressure or giving me diabetes!

[NGFatSquirrel]

11:22 AM on 03/24/2012

And yet another beverage I can't even try because it comes with caffeine. You can make an energy drink without caffeine and caffeine like additives....

[Pecan Sandies]

01:26 AM on 03/24/2012

I'm drinking a red bull now and then anyway. If I can drink something that would possibly lower my blood pressure instead of raise it, I will go with that.

[StAlphonso]

10:29 AM on 03/23/2012

"If anyone was going to innovate in coffee while delivering on an untapped energy and refreshment need state, it would be Starbucks,” Annie Young-Scrivner, global chief marketing officer for Starbucks and president of Tazo Tea, said in a press release.

If anyone was going to charge me $5 for a can of Red Bull, it would be Starbucks.

[Havana Thinks]

02:32 AM on 03/24/2012

You can buy from Winco, (where I bought mine) Starbucks Refreshers @ 60 calories each for the reasonable price of 1.20 each flavor variety. I bought the rasp-pomeg and the orange-melon. I enjoyed both because they were not sweet. I cannot say how much they are inside the coffee shops but @ the grocery store, I will buy again in the future. Delicious mixed with chardonnay or chablis.

[edgeninja]

11:52 PM on 03/22/2012

Hipsters are practically cumming their skinny jeans.

[eden4barack08]

11:18 PM on 03/22/2012

I've fallen in love with Starbucks all over again. No, not for their products, but for their awesome defense of their position on gay marriage against some NOM members stockholders.

It's a MUST see: http://www.youtube.com/watch?v=UnNphL-fHoM&feature=player_embedded

After that, I'm tripling and quadrupling my Starbucks consumption. They deserve it!

[crystal clear 919]

09:37 PM on 03/22/2012

I don't drink energy drinks very often, but I'd try one.

[pdxist]

08:18 PM on 03/22/2012

Remember when Starbucks changed its logo to get rid of the ring around it that said "Starbucks Coffee?" Everyone commented at the time that they were nuts to lose the Starbucks name, but I said at the time, it wasn't to get rid of "Starbucks," it was to get rid of "Coffee." They're expanding into new products and don't want to be thought of as just a coffee company.

[catbite]

08:05 PM on 03/22/2012

And it probably costs $10 a pop.

[nightfly4257]

07:40 PM on 03/22/2012

When I was a kid coffee was the energy drink. If McDonalds can get into lattes and cappuccino why can't Starbuck energy drinks. I am just glad Starbucks have not started making hamburgers and French fries.

[Jarhead Vet]

07:19 PM on 03/22/2012

Yes, because this country needs another energy drink...

Make your own coffee while your at it.

[djnc]

07:14 PM on 03/22/2012

come on...this country has jumped 58 sharks

[Sara Williams]

06:49 PM on 03/22/2012

Well, Starbucks already had energy drinks before, since years and years ago. Double shot, anyone?

I love juice based energy drinks, though. Those Rock Stars with orange juice just tasted awesome. Too much energy for someone who now sits at a desk, though. I've cut back on that caffeinated junk a LOT.

[ABXNOMORE]

05:55 PM on 03/22/2012

More junk for them to shove down the throats of the public. I'm sure it's loaded with ingredients that are not great, lots of sugar quite possible HFCS, artificial colors and lots of caffeine--a legal additive substance. I only hope they tried to use healthy ingredients to whatever degree they could.

[Pecan Sandies]

01:27 AM on 03/24/2012

No caffeine. Well not the same type as brewed coffee.

[ABXNOMORE]

07:53 AM on 03/24/2012

It has caffeine but doesn't have a coffee taste. "green coffee extract"--just another way for those who don't like the taste of coffee addicted to their product and to keep them coming back to buy more--$$$$.

[Havana Thinks]

02:37 AM on 03/24/2012

Made with real juice, cost @ Winco grocery store--$1.20. No HFCS. Not too sweet, only 60 calories, tastes very good, not great. I will buy again and drink 2-3x a week.

[Pauline Procopy]

05:53 PM on 03/22/2012

The packaging is really lousy. i thought it was hairspray. don't know about this one starbucks.

[HatInTheCat]

06:58 PM on 03/22/2012

It looks like shampoo bottles to me. Agree on the lousy packaging.