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article imageStarbucks testing new name and alcohol sales

By Wang Fangqing     Jul 18, 2009 in Business
Coffee giant Starbucks is looking at a new way to attract more customers -- selling beers and wines. The organization says it will start selling alcohol priced at $4 to $7 in the United States.
Starbucks will perform a test of alcohol sales in one of its stores in Seattle, Washington. The store's name will be changed to "15th Ave. Coffee and Tea inspired by Starbucks" in an effort to include a sense of community.
The store will open next week and if the test goes well, the idea will be tried in its other stores.
So why now, and why alcohol? Industry observers say it's likely an effort to increase evening business. Starbucks is also facing growing competition from McDonald's and Dunkin's Donuts, reports USA Today.
Though being creative is good, it's hard to say if Starbuck's move is wise.
"The reason Starbucks became the number one place to go for a blind date is because women are comfortable there -- and the men aren't drunk," said Scott Bedbury, CEO of consulting firm Brandstream and former marketing chief at Starbucks.
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