Alsea, the Mexican company that represents and operates the Starbucks brand in Mexico and Latin America, plans a pilot test to sell beer in the coffee shops of the brand. The pilot test will be performed to see the reaction of people who consume in these establishments.
In the United States wine and beer are already sold at some stores, so Alsea has planned to introduce these products in Starbucks Mexico.
Although this strategy is still being analyzed, it is an alternative that, according to Federico Tejado, CEO of Alsea, could work as long as the pilot shows good results.
The introduction of this product will depend on the response of the consumers in the test to be performed, because if the consumer sees it as something relevant that can represent an relaxed experience for your evenings and nights, because it will be a quiet place you can attend instead of going to a bar, this could be a feasible idea.
Starbucks plans to open 60 new stores during 2016, focusing primarily on shopping centers.
Meanwhile Alsea will continue to expand its portfolio of brands in Mexico, starting with the recent acquisition of Vip’s and El Porton restaurants.
By Valeria Bigurra Peñavera for Mexico News Network
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