With the launch of Starbucks Refreshers Concentrates, Nestlé and Starbucks are bringing one of Starbucks’s fastest-growing beverage platforms from the coffeehouse into consumers’ homes. Developed through the Global Coffee Alliance between Nestlé and Starbucks, Starbucks Refreshers Concentrates are mixed with water, milk or lemonade over ice to create fruity, lightly caffeinated beverages made with green coffee extract that provide refreshment or indulgence.
The launch reflects how consumer beverage habits continue to evolve. While coffee remains a daily ritual for millions of consumers, people are increasingly seeking flavorful, refreshing drinks throughout the day, with endless opportunities for customization.
Over the past decade, Starbucks Refreshers have become an important driver of category growth for the brand, growing into an approximately US$ two billion beverage platform and becoming the second best-selling beverage platform in Starbucks coffeehouses, behind espresso-based beverages. Their vibrant flavors, colorful appearance and customizable nature have made them especially popular among younger consumers.
“Consumers today move between different beverage occasions throughout the day, looking for recharge, refreshment, or enjoyment, depending on their needs,” said Ethel Touitou, Nestlé’s global category lead for Starbucks. “The success of Starbucks Refreshers showed us a strong opportunity beyond traditional coffee. What started as a popular summer favorite has become a go-to refreshment choice, especially for the midday pick-me-up. With Starbucks Refreshers Concentrates, consumers can now easily enjoy a Starbucks coffeehouse-inspired favorite at home, while we continue to expand the brand into new occasions throughout the year.”
Since launching in the United States earlier this year, Starbucks Refreshers Concentrates have exceeded expectations, selling out on Amazon after just one day and in more than 1 000 Target stores within three days. Starbucks Refreshers Concentrates are currently available in three fruit flavors: Strawberry Açaí and Mango Dragonfruit, two Starbucks coffeehouse favorites, and Lime Watermelon, a consumer-packaged goods exclusive flavor.
“Through the Global Coffee Alliance with Nestlé, we’re continuing to bring Starbucks coffeehouse favorites into consumers’ homes in innovative new ways,” said Nik Dhodi, vice president Global Coffee Alliance at Starbucks. “The strong response to Starbucks Refreshers demonstrates consumers’ growing appetite for refreshing, fruit-based beverages that fit a variety of occasions. Starbucks Refreshers Concentrates make it easy to enjoy that experience beyond our coffeehouses and for consumers to customize to their beverage tastes.”
The launch builds on a portfolio of Starbucks products that bring Starbucks coffeehouse favorites into consumer-packaged goods formats. Established in 2018, the Global Coffee Alliance combines Nestlé’s global reach, expertise and manufacturing capabilities with Starbucks’s iconic brand and coffeehouse heritage. Starbucks-branded premium products are now available across CPG and foodservice channels in nearly 80 markets worldwide, demonstrating the continued consumer resonance and growth potential of the Global Coffee Alliance.
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Naresh Khanna – 10 February 2025
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