USA: Comment - Starbucks: the friendly face of globalization

By Datamonitor | 14 November 2001

Starbucks has announced that it will pay more for ethically and ecologically sound coffee. Starbucks is taking steps to improve its reputation as an ethical trader on the global coffee market. This is important for Starbucks as it has positioned itself as an experiential and lifestyle choice for the young urban consumer. Although this is a valuable PR exercise, it will also serve to protect Starbucks' supply of luxury coffee.

just-drinks articles are only available to registered users and members.

Join now for increased access

There are various access options to choose from. All provide instant access to the latest news, insight and expert analysis.

If you’re already a member, login here.

Starbucks has announced that it will pay more for ethically and ecologically sound coffee. Starbucks is taking steps to improve its reputation as an ethical trader on the global coffee market. This is important for Starbucks as it has positioned itself as an experiential and lifestyle choice for the young urban consumer. Although this is a valuable PR exercise, it will also serve to protect Starbucks' supply of luxury coffee.

  • Unlimited access to all the latest global beverage news and insight
  • Expert analysis that puts the news into context
  • Exclusive interviews with leading industry figures
  • Monthly management briefings with detailed analysis on hot topics
  • Personalised RSS feeds and email newsletters
  • 10-year archive of news, insight and intelligence
  • Discounts on just-drinks market research
  • Plus much more

If you’re already a member, login here

Not what you were looking for?

Search just-drinks:

More articles related to this one

US: Coors appoints PR agency for beer brands
A new public relations agency has been appointed for two of Coors Brewing Company's beer brands.

SWEDEN: State monopoly launches PR offensive
Sweden's state-owned retail monopoly Systembolaget is launching an SEK8m (US$960,000) ad campaign to defend its hold on alcohol sales in the country.

The Losh Cause
I'm not one naturally to side with the hugely rich and influential, but I can't help but feel a twinge of sympathy for those members of the Taittinger clan who wanted to keep the family business. Alas, they are very much in a minority and were unable to prevent the sale of Taittinger to the American investment group Starwood Capital for E2.8bn.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page