Starbucks Banks On Coffee + Partners + Stores

For coffee brand Starbucks, marketing and communication is built on three pillars – coffee, partners (employees) and stores. Veetika Deoras, Head-Marketing, Category, Loyalty and Digital, Tata Starbucks, talks to us about the brand’s newest innovation, the Nitro Cold Brew, focus on Digital, sustainability initiatives, and more

- Christina Moniz

Q] You recently launched the Nitro Cold Brew. Tell us a bit about the new launch.

The Starbucks Nitro Cold Brew is the next level offering for coffee enthusiasts. It is unique, innovative and is a fresh take on coffee, available on tap. The idea is to infuse the classic Starbucks cold brew with nitrogen, thereby enhancing the flavour, adding a creamy and velvety texture and making it visually appealing as well. There is no application of heat in extracting the coffee concentrate for this brew. The fact that it is available on tap makes it more exciting for the customers as well. Every cup of cold brew is actually handcrafted by the baristas at all our outlets.

Q] How does the brand plan to refresh and reinvent the customer experience with this new launch?

While we have only just launched the Nitro cold brew, we are extremely optimistic about the way customers will receive it. Initial customer feedback has been very positive.

Q] What are your plans to promote the new product?