Marketed as a cold, slightly carbonated, coffee-based beverage, attractive 12-oz glass bottles, decorated with the Starbucks logo, are intriguing caffeine fiends throughout the Santa Monica-based test market. "We wanted something that was slick and classic at the same time," says Starbucks spokesperson Jeanne McKay. Both bottle and graphics are designed by Hornall-Anderson Design Works (Seattle, WA). Vitro Packaging (Dallas, TX) supplies the custom 12-oz green glass bottle, with vertical lines on its tapered neck. Graphics, as well as the Starbucks logo, are produced through applied-ceramic labeling, using three colors and lead-free inks. Aluminum twist-off caps repeat the Starbucks logo. They're supplied by Alcoa Closure Systems (Indianapolis, IN). "We knew the sparkling coffee beverage market hadn't been tapped to a great extent," says McKay, "and we knew that we could lend to a product our quality coffee. But we needed experts in distribution and packaging. That's why we called on Pepsi." Three flavors of Mazagran were introduced in April, and its test area was recently expanded to include supermarkets, convenience stores and delis, as well as Starbucks retail outlets in Southern Califor-nia. Suggested retail price is $1.30 per 12-oz bottle; four-packs, sold in paperboard cartons, are also available.
