On March 2nd, Starbucks held a new product launch event to commemorate the relaunch of "Starbucks Discoveries" (200ml/200 yen). Starbucks Discoveries is a chilled cup coffee sold at convenience stores and supermarkets. This time, three of its classic products were revamped. Ikuo Murakami, president of Starbucks Trading LLC, appeared at the event and commented on the 10th anniversary of Discoveries. "Discoveries uses dark-roasted Arabica beans that meet Starbucks' standards, and we've always served it in chilled cups to ensure the freshness of the milk. Initially, we only had two options: cafe latte and espresso. In 2008, we launched a new matcha latte. This year marks our 10th anniversary, and we're completely revamping the brand and restaging it globally. This new product launch marks the beginning of that," Murakami said. Brand manager Yoshie Ikezoe explained the specifics of the redesign. "These new products were jointly developed by the Starbucks team in Seattle and the team in Japan. For the Caffè Latte, we enhanced the milk flavor to achieve a mellow, authentic latte taste. For the Espresso, we changed the blend to emphasize the robust coffee flavor and the richness of Italian roast. It has a refreshingly mild aftertaste, making it a great choice for a change of pace during work. We've also added white chocolate flavor to the Matcha Latte, giving it a richer, fuller flavor," said Ikezoe. The packaging design has also been redesigned. "The espresso shot sinks, creating a complex blend of matcha and white flavors. We've expressed the taste of each latte through its texture. The font of the product name is different for each flavor, representing an elegant Caffè Latte, a rich espresso, and a delicate matcha. The gold cap and logo create a luxurious feel," Ikezoe said. Starbucks also announced plans to strengthen its digital content related to Discoveries in the future, including the launch of a Facebook page where fans can share their favorite flavors. Three Discoveries fans, among Starbucks' loyal drinkers, attended the event. Model Hikari Mori, who prefers the White Mocha, commented on the new Café Latte, "It's creamy, but also has a fragrant aroma like espresso, making it well-balanced." She added, "I feel like the classic Café Latte has become even richer. Even I can tell that the milk has become creamier." She also regularly drinks Starbucks Discoveries, and the talk session provided a glimpse into her personal life. "For me, Starbucks coffee is an important opportunity to connect with my family. I often drink Discoveries while walking my dog. I like that it's easy to buy at convenience stores, spill-resistant, and easy to carry," she said. Meanwhile, musician Beni custom orders a double shot latte at Starbucks. He seems to like the new espresso, saying, "It tastes just like the one I get at the store. It's just the right amount of bitter, and the coffee aroma is strong. I'm so happy that it's now available at convenience stores." Ken Yokoyama of the Crazy Ken Band also has a sweet tooth and enjoys matcha lattes. His favorite flavor has been reborn as "Matcha Latte with White Chocolate," and he commented, "I like the old one, but it's richer and even more to my liking. I personally like white chocolate, so it feels like the creamy flavor has been doubled." He also said he started drinking matcha lattes because "I was attracted by the stylish design and picked one up at a convenience store." Incidentally, he also frequents Starbucks, preferring the Motomachi store.
"I go there to take a break, for example when I get stuck on lyrics. But I need to drive, so I'm glad that there are Discoveries in convenience stores. There's also a Starbucks in Machida, where I go to record, so I sometimes stop by there, or I buy Discoveries while I'm traveling in the car. It's easy to drink because it doesn't spill easily," said Yokoyama.
By the way, on this day, Beni wore a monochromatic pants look, coordinated in the green of Starbucks. Yokoyama also incorporated green checks into his pants, while Mori appeared in an all-white dress inspired by milk.
The three new Starbucks Discoveries flavors are scheduled to go on sale at convenience stores nationwide on March 3rd.
