Grass Valley, CA — Freeman Lane Starbucks in Grass Valley is applying for a beer and wine license because it feels it will bring a “higher level of sophistication” to their already sophisticated ambiance. Everyone knows that alcohol availability, especially in a location with a drive-thru, lends sophistication.
As Kleenex is to facial tissue, Starbucks is an internationally recognized brand that has become synonymous with the word coffee. Thanks in no small part to Starbucks, coffee is no longer considered a breakfast beverage. Patrons are encouraged to consume the high-octane caffeine source throughout the day.
While round the clock coffee consumption has been established as the societal norm, it has been more difficult to convince the average consumer that beer and breakfast muffins are a desirable pairing.
“The normalization of early morning alcohol consumption has been a challenge we have been working to overcome for decades,” says Christopher Thorne, Vice President of Communications at the Beer Institute (www.beerinstitute.org). “We understand the significance of including our beer in Starbucks beverage lineup. The fact that they have a drive-thru is an added bonus.”
Drive thru alcohol outlets are currently missing from our community. “This is a huge breakthrough in creating the number of drunk drivers we need to regain our relevance in an increasingly competitive non-profit fundraising marketplace,” says Candy Lightner, founder of Mothers Against Drunk Drivers (MADD). “Especially in an era where texting-while-driving has become increasingly responsible for roadway deaths. We need more drunk drivers so that we can again be the sexy cause to which people will direct their philanthropic dollars.”
Wine Industry Network (WIN) (www.wineindustrynetwork.com) will role out it’s pairing menu later this month. “It’s important to pair the correct varietal with each breakfast item,” states Founder and CEO George Christie. “Imagine trying to enjoy a complex Zinfandel with the Starbucks Fruit and Yogurt Cup. Or making the mistake of ordering a Pinot Noir with your bran muffin.” He assures all that the pairing menu will be in place long before Grass Valley City Council and the ABC approve Starbucks permit to sell beer and wine.
Starbucks beverage menu is appropriate to consume morning, noon and night. Wine and beer pairing suggestions will be made for all breakfast items.
Corporate greed doesn’t enter into the decision to add beer and wine to the beverage menu. Increasingly concerned with things like community health and well-being, Starbucks feels it has an obligation to provide consumers with the opportunity to alter their consciousness by consuming depressants as well as stimulants. “We care about our community and hope to provide a sophisticated drive thru location where customers can order whatever makes them feel more interesting and fulfilled.”