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Beverage platform naming for Starbucks

With a blend of green-coffee extract and fruit juices, Starbucks’ innovative line of sparkling cold beverages packs a revitalizing punch, derived from the natural boost of unroasted arabica beans, while staying light and low in calories.

Refreshers conveys just that, without veering into the high-octane territory of energy beverages. The word refresh is familiar to most of Starbucks’ international consumer base, meaning “to reinvigorate and renew,” while also suggesting fresh and natural. The name is inclusive enough to encompass a diverse product line—handcrafted in-store beverages, sparkling canned product, and VIA Instant packets.

Since launching in 2012, the drinks have been hailed for their light lift and delicious flavors and continue to gain fans. Rivals like Dunkin’ imitated the line with their own light caffeinated beverages. Customers and baristas invented mashups with lemonade, iced tea, and other beverages, including The Pink Drink (Starbucks’ Strawberry Acai Refreshers Beverage with coconut milk), which went from the Starbucks secret menu to viral phenom in 2016. Refreshers continue to be the base of many secret menu drinks. Try some and find out what all the buzz is about.

Food & Beverage
Product Naming

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