Welcome to Starbucks' Evenings

The coffee giant Starbucks intends to integrate its newest invention 'Starbucks Evening' at more locations all over the US. Starbucks Evenings is the company's latest concept to serve alcoholic beverages such as bottled beer and wine after 4pm in certain locations all over the country.

"The concept is a natural progression for Starbucks as we seek to create a new occasion for customers to gather, relax and connect with each other in the evenings," Ms. Passé (Starbucks' Spokeswomen) stated. (http://www.usatoday.com)

The first store offering this service in October 2010 is located in Seattle. Since then, the concept has evolved into 26 locations in Seattle, Chicago, Atlanta, Los Angeles, Portland and Washington, D.C. until 2012 and will be offered in 40 locations by the end of this year. Once again, Starbucks proves its leadership in the market of American coffee houses. Besides underlining its first mover position, Starbucks of course intends to increase its revenue during the time after 4pm, when the coffee business usually slows down.

In cafés in Germany and other European countries, it is a regular part of the menu to offer a variety of beers, wines and other alcoholic aperitifs. When I heard about the new concept at Starbucks I was at first surprised but then realized, that I of course have never seen or purchased any alcoholic beverages at a Starbucks store or in a place of its competitors. The whole idea, concept and atmosphere is a total different one of an American coffeehouse than in a German or European café.

I now declare this April to month I discover more differences between the German and American culture of coffee consumption!

... don't be surprised when you soon get carded at a Starbucks ordering a beverage after 4pm! Happy Starbucks Evenings!

'The place you love during the day now has more reasons to love it at night.' (starbucks.com)