Starbucks‘ has stopped selling beer and wine at more than 400 of its stores in the U.S. as the company ends its “Evenings” program. However, the company is now looking to integrate this program with its premium “Roastery” stores. The wine and beer experiment did not work well with Starbucks’ brand and shifting the “Evenings” program to its high end Roastery stores might be a better strategy. Serving alcohol in these stores might work better than the “Evenings “program at its regular coffee shops. The strategy to end the “Evenings” program appears to be well conceived and should help in brand positioning.

Source: Forbes January 13, 2017 18:36 UTC