Putting The Bar In Barista – Opinions From E. Curtis Johnson

Starbucks puts the “bar” in barista! Multiple sources report that Starbucks wants to add wine and beer to its menu of pennies worth of hot water, sugar, and ground beans it sells for $5. Starbucks isn’t selling overpriced hot water, it’s selling an experience that American’s have bought hook, line, and Venti.

In Italian, venti means 20 and vino means wine. In reality, American’s are 20 oz. coffee winos. Speaking of addiction, how ironic that Starbucks is a “chain” and American’s haven’t made it to step in one and admitted we’re powerless over our addiction. In business terms, adding alcohol to a coffee menu is a parallel strategy.

I’m E. Curtis Johnson. I wouldn’t be surprised if eventually Starbucks used a vertical strategy and built caffeine and alcohol rehab centers next to its coffee shops/bars. Starbucks: creating need, then dependency, since 1985.