[Report] "A Cocktail at Starbucks"... Korea's First Store to Offer Coffee with a Smoky Flavor

Starbucks Reserve Dosan Opens on the 20th
First Introduction of Starbucks Cocktail Bar "Mixato" in Korea
Development of 11 Exclusive Beverages... Personalized Curation Service

"How about a coffee cocktail today?"

On April 29, Starbucks Reserve Dosan opened its doors. Instead of the usual Starbucks sign, only a cocktail glass icon and the phrase "Bar Mixato" greeted visitors. This design reflects the unique feature of Reserve Dosan, which transforms from a coffee house during the day to a cocktail bar at night.

Reserve Dosan, the fifth Reserve-only store in Korea, is notable for introducing the "Mixato" concept to the domestic market for the first time. Mixato is a cocktail bar brand registered globally by Starbucks. It is a space within the store where cocktails are crafted and served, and it is already in operation in major countries overseas. While some stores in Korea have previously offered cocktails on a limited basis, this is the first time a dedicated cocktail bar has been launched.

On the 28th, I visited Starbucks Reserve Dosan. When smoking was done with a smoking gun to make the 'Reserve Smoked Cold Fashioned,' the aroma spread throughout the entire store. Photo by Han Yeju

At Reserve Dosan, distinctive beverages based on coffee are served. The menu includes 11 unique items exclusive to this location, such as the "Whiskey Infused Cold Brew"?a mixology drink featuring cold brew aged with whiskey for 20 hours, the "Reserve Smoked Cold Fashioned" with whiskey aroma and chocolate notes, and the "French Vanilla Matcha Latte" with burnt sugar torched on top. The menu consists of six types of coffee, one alcoholic mixology drink, and four non-coffee beverages.

One of the most appealing aspects is that customers can watch baristas smoke and torch drinks right in front of them. Through these performances that engage sight, smell, and taste, customers can enjoy a coffee experience distinct from other stores. When the "Reserve Smoked Cold Fashioned" was prepared using a smoking gun, the aroma filled the entire store, creating the illusion of being in a whiskey bar.

The food offerings are also exclusive to Reserve. The focus is on enhanced dessert pairings, such as "Melting Mascarpone Tiramisu," "Hojicha Tiramisu," and "Black Truffle Butter Bar." Among these, the "Melting Mascarpone Tiramisu" is made in the kitchen rather than at the Shinsegae Food factory and delivered to the store, with only 20 to 30 pieces sold per day. There is a possibility that these menu items may be expanded to all stores depending on customer response.

Starbucks Reserve Dosan 2nd Floor View. Starbucks

The store also provides personalized curation services for each customer. At the concierge bar on the first floor, baristas conduct detailed surveys to analyze customers' coffee preferences and recommend tailored beverages. The curation process also includes suggesting suitable food pairings and coffee brewing equipment, fostering interaction?a feature that sets this store apart from others. After the curation is complete, the barista who made the recommendation stamps the customer's nickname on the drink.

Shin Yongah, head of Starbucks Store Concept Planning Team, explained, "This store does not simply offer existing menu items, but provides curation services tailored to customer preferences and needs," adding, "While previous Reserve stores focused on glamour and luxury, Reserve Dosan targets younger and trendier customers, and this is reflected in its features."

Starbucks Reserve Dosan exterior image. Starbucks

Starbucks plans to lead the specialty coffee market through Reserve Dosan. Since previous Reserve stores were located in places like Chuncheon and Jeju, far from city centers, the company aims to improve accessibility for consumers through Reserve Dosan, which is an urban-style Reserve store.

A Starbucks representative stated, "While traditional Reserve stores featured both a core bar selling regular beverages and a Reserve bar, Reserve-only stores use only Starbucks Reserve beans for beverages and offer exclusive Reserve drinks and food, providing a unique experience compared to regular stores. By expanding the number of Reserve-only stores, we plan to further enhance Starbucks' premium coffee and customer service, operating even more upscale stores."

Reserve Dosan is a two-story building with a total of 65 seats, featuring personalized coffee curation, a coffee experience zone, partial seat reservation system, and various interior elements such as a flicker board from overseas Starbucks Roasteries and a performance bar.