Walmart partners with trendy, fast-growing beverage brand
The retail giant has partnered with one of the hottest players in a huge market.
Starbucks has a bit of an elitist reputation. The chain has always been true to its Seattle roots and its coffeehouse tradition.
Coffeehouses aren't bars. They're places famous for being filled with wannabe writers typing away at their take on the Great American Novel while sipping espresso-based beverages.
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The classic coffeehouse hosts poetry slams and acoustic guitar players. They might offer a book club, backgammon boards, and chess sets along with other semi-elitists airs.
Starbucks (SBUX) comes from that tradition even if it has generally stopped short of offering poetry slams, live readings, or acoustic music. The chain still charges top-tier prices, and offers plenty of fancy drinks that draw on its Italian inspiration.
That's not to say Starbucks doesn't court every customer. The chain sells a lot of Frappuccinos. which are essentially milkshakes, as well as lots of other nothing-to-do with coffee beverages, but it's still largely seen as a higher-end chain that courts upscale customers.