Starbucks "Refreshers"

Starbucks recently announced a new line of energy drinks, Starbucks "Refreshers" (http://www.huffingtonpost.com/2012/03/22/starbucks-refreshers_n_1372285.html?ncid=edlinkusaolp00000003). The low calorie energy drinks utilize fruit juice and green coffee extract.

It's an interesting move: Starbucks recognizes the demand for energy drinks, and while entering this market is still maintaining the overall image of health, quality, and premium coffee. This reminded me of our "Marketing Myopia" article, with Starbucks defining themselves as a part of the larger beverage market (than simply focusing on coffee).

This makes more sense than some of their other moves at expansion (which, has resulted in less than positive results in the past).