Caffè Latte, Caramel Macchiato, and Mocha are some of their initial product lineup. These items will be available in a convenient grab-and-go format. Plus, it contains Starbucks’s signature Arabica coffee beans along with creamy milk to match the authentic coffee experience.
RTD coffee is already a growing sector in India, which is primarily due to a lifestyle shift. So, this collaboration is supposed to be successful because they are exactly providing what consumers want while also aligning their preference to what they offer by marketing. This is how consumers can enjoy their favourite Starbucks flavours without visiting a café.
The collaboration did not happen suddenly, as both companies formed a coffee alliance in 2018. The partnership was all about Nestlé’s distribution network and Starbucks’ coffeehouse experience. That means Nestlé India’s retail network will distribute RTD Starbucks beverages in India.
This overall strategy will help Nestlé dominate the Indian beverage market while Starbucks’ brand presence will also be stronger.
