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Starbucks espresso goes 'blonde' to lure in new coffee drinkers

Starbucks espresso goes 'blonde' to lure in new coffee drinkers

For the first time in over 40 years, the coffee giant is introducing a new core espresso. The Blonde Espresso offers a lighter coffee flavor than a traditional dark roast, but with the same amount of caffeine to get you going in the morning. Beyond the stable of lattes, mochas, and drip coffees, the Seattle-based chain also insists each customer make whatever modification necessary to their order and goes so far as to put their names on their cups to keep it as personal as possible.

The new espresso will be in addition to the signature espresso and will be a permanent menu addition.

Similar in some respects to its Blonde Roast coffees-the Veranda and Willow blends-Starbucks has sold since 2012, the Blonde Espresso is a lighter, brighter flavor and color (even down to the beans themselves). According to the press release, it is described as "smooth and subtly sweet" and serves as a lighter version of the bold espresso that Starbucks fans are accustomed to.

Starbucks espresso goes 'blonde' to lure in new coffee drinkers

Starbucks is no doubt hoping the Blonde Espresso will be another surefire win for the company, which recent came out the victor in an underfilled latte lawsuit.

New Blonde Espresso Shots are now available across 8,000 locations. Blonde Espresso specifically was added in Canada previous year "to an overwhelmingly positive response from partners (employees) and customers".

The new line offers five new drinks including, the Ice Blonde Americano, Blonde Flat White, Blonde Espresso, Blonde Cappuccino and the Blonde Latte Macchiato. According to the New York-based trade group National Coffee Association, 24% of daily coffee drinkers chose espresso in 2017, up from 18% in 2016.

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