Gapjin Year Promotion Drinks... Composed of Latte and Milk Tea
Earl Grey Foam Made from Gardenia Fruit Topped on Drinks
"Sales Faster Than Last Year's New Year Promotion Drinks"
The first million-seller promotion beverage of the Gapjin year has been released. Starbucks announced on the 16th that the two New Year promotion Blue Dragon beverages (Blue Dragon Hazelnut Latte, Blue Dragon Classic Milk Tea), launched on the 1st, surpassed a cumulative sales volume of 1 million cups within just ten days of sales.
These products are renewed versions of the popular Hazelnut Latte and Classic Milk Tea to celebrate the Year of the Blue Dragon. They feature a blue Earl Grey foam made from gardenia fruit on top of the drinks, emphasizing at a glance that they commemorate the Year of the Blue Dragon.
The blue Earl Grey foam was developed by Starbucks after months of research using various raw materials, boasting an optimal blend and texture that enhances the drink's flavor. When planning these products, Starbucks composed the drinks with relatively familiar flavors to customers who might be unaccustomed to blue-colored products.
The two Blue Dragon beverages predicted a hit by selling over 180,000 cups on the first day of sales. Following Cafe Americano and Cafe Latte, which boast the first and second highest annual sales, Blue Dragon Hazelnut Latte and Blue Dragon Classic Milk Tea ranked third and fourth respectively. This equates to nearly 100 cups sold per store.
Subsequently, the two Blue Dragon beverages recorded 500,000 cups sold in four days and 1 million cups in ten days. Based on the 1 million cup mark, Blue Dragon Hazelnut Latte and Blue Dragon Classic Milk Tea have maintained steady demand with a 60:40 sales ratio, continuing their strong performance.
This is five days faster than last year's New Year promotion beverages, which reached 1 million cumulative sales in fifteen days. The high level of completion and eye-catching color are analyzed as the main popular factors that propelled these drinks to become million-sellers.
Choi Hyun-jung, Head of Food and Beverage Development at Starbucks Korea, said, “To wish customers well in the new Gapjin year and convey the energy of the Blue Dragon, we topped the drinks with blue foam, which has been received as a fresh and fun element, garnering positive responses from customers.” She added, “This year as well, Starbucks will introduce diverse products based on differentiated product development capabilities.”
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