In January, Starbucks announced plans to serve alcohol in a handful of Southern California location by the end of 2012. The company has now confirmed that the first location to serve alcoholic beverages will be a café in San Diego’s Coronado.
Though many thought the first alcohol-serving Starbucks would be in Los Angeles, it appears Starbucks had different plans. The company will be starting its pilot beer in wine program in Coronado, San Diego.
In a recent statement, Starbucks said, “We have plans to bring wine, beer and an enhanced food menu to four to six stores in Southern California by the end of the year. At this time, we do not have details to share on other store locations in Southern California besides Coronado.”
The company will be offering customers alcoholic beverages in addition to foods in an attempt to boost their nighttime sales.
Clarice Turner, a Starbucks executive, said, “Building an evening day-part is a natural progression for us as we are always looking for ways to evolve and enhance the Starbucks experience based on what our customers are telling us.”
Turner also mentioned that the company has been pleased with the reaction they have been receiving from customers in the Pacific Northwest to the introduction of their alcoholic beverage program.