Can Starbucks juice up the beverage business?

From a recent RetailWire discussion about Starbucks and its more aggressive move into juice. My brief comment follows:

Starbucks was instrumental in turning a commodity product (coffee) into an “experiential” beverage. In the process, Starbucks has been able to command premium prices for its offerings. The same concept should work equally well in other areas of the beverage business, especially if Starbucks can “brand” its juice concepts with a wellness message.


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