Coffee Giants Introduce New Menu and Marketing Tactics to Appeal to Customers

Published Date : Jun 23, 2016

In the global beverage industry, the key players are focusing on introducing healthy drinks to pull health conscious consumers. While alcoholic beverage manufacturers are working on innovative flavours, non-alcoholic beverage manufacturers are stressing on nutritive components and flavour. It will be interesting to see the future growth of the industry with the entry of a number of small players who enjoy regional preference and loyal customers, and have low operational costs. These players have upper hand over larger brands owing to their word-of-mouth publicity. As a result, bigger beverage brands are working on their products and marketing strategies to appeal to customers. 

Starbucks Uses Instagram to Launch New Beverage

As part of its marketing strategy, coffee giant Starbucks has introduced a beverage containing blackberries, soymilk, passion iced tea, and vanilla syrup. Termed as the new “purple drink”, the drink is, however, not on the official menu of Starbucks. Rather the coffee giant took to Instagram to share the photos of the drink. With thousands of likes by Instagram followers, the beverage got immense marketing without even featuring on the official menu. The social media success of the drink has made hundreds of loyal customers who are praising the drink’s aesthetically-pleasing appearance and refreshing flavour. 
Dunkin’ Donuts Introduces Craft Coffee

Dunkin’ Donuts has launched a new crafted cold brew iced coffee that stands out amid its menu of sugary iced drinks. In Los Angeles and Metro New York area, the coffee chain is launching this new brew. The chain’s new addition can be seen as a means to compete with Starbucks. The cold brew is naturally smoother and sweeter compared to the normal cup of iced coffee. It is interesting to note that in last summer, Starbucks had launched its cold brew across the world. In the past couple of years, cold brew has witnessed unprecedented sales across the U.S. As a result, these brands are cashing on the opportunity.