I'll Have a Grande Merlot

They’re called “wineys”--yuppies that are obsessed with wine tastings, wine parties, spa vacations in the Napa Valley, and some can even recite every other speech from the movie “Sideways.” They can be annoying, hence the play on words (whiney), but they have some disposable income--and discriminating wineys also appreciate a good cup of coffee, readily citing its aroma, fragrance, bouquet, undernotes and aftertaste. So praises to Starbucks, which recently announced that it's beginning to test a new concept store to cater to wineys in its hometown of Seattle, where it all began. Starbucks is changing the name of one of its current locations to a neighborhood friendly sounding, "15th Avenue Coffee and Tea" (note conspicuous absence of alcohol in new name) and will be serving wine and beer alongside its beverages. Do I see reruns of “Cheers” playing in the background? You may be appalled, but remember they all laughed at Christopher Columbus.

Starbucks is already the equivalent of a singles bar, with its friendly staff (usually) and socially accessible meeting place atmosphere. It’s the perfect (safe and respectable) place to hang out. If successful, the company says it will expand this new concept. (Trust me, it will.) "It's interesting," said Morningstar analyst, R.J. Hottovy, "especially since the Starbucks brand has been such an integral part of their success. The test is clearly examining an innovative sub-brand strategy to counteract the pushback by some customers disillusioned by a large corporate chain." So time permitting, you may need to be “proofed,” the next time you waltz into your local Starbucks.

Alcohol license not withstanding, Starbucks also has made major changes to its food offerings over the last several months, and now they're ready to finalize the big push to offer healthier items. (Yes, we’ve seen the news reports, we’re all getting fat.) The company has been overhauling its menu over the last several months, introducing oatmeal, naturally sweetened baked goods, and smoothies with protein and fiber. Oatmeal, in particular, has been a big hit in today’s depression-era climate. It’s very “The Walton’s.” That’s right, oatmeal, that slimy whole grain cereal our mother couldn’t get us to eat--well now it’s the comfort food for breakfast. Starbucks announced that it has overhauled 90 percent of its bakery case. Starbucks is heading off the move of fast-food retailers to eliminate transfats and is posting calories on their desserts. To support the move, Starbucks is announcing the shift in newspaper ads in The New York Times, The Wall Street Journal and USA Today. From Advertising Age: "There are few things good enough to go with Starbucks coffee," says the ad, from BBDO, New York. "Luckily we now have them all in our bakery case." Starbucks has readily acknowledged that its food offerings failed to stand up to its premium beverages (read: artery-clogging), and CEO Howard Schultz has made upgrading the chain’s consumables a top priority.

Here’s the real low down, the benefit to all this: you can tell all your colleagues that you stopped off for your afternoon refill of Pike Roast, but really chill out on a venti Chianti. Now that’s just too Hannibal Lechter!

--Ron Knoth, Guest Blogger