[Exclusive] Starbucks to Sell Cocktails in Busan and Jeju Starting Late This Month

Starbucks Korea will start selling alcoholic beverages at some stores, including those in Busan and Jeju, as early as the end of this month. This is the first time Starbucks will directly prepare and sell alcoholic drinks in its stores.

Starbucks Busan Haeundae X the Sky Branch.
[Photo by Starbucks]

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According to our report on the 8th, Starbucks is in the final stages of preparation to sell alcoholic beverage menus at the Haeundae store, Ex the Sky, in Busan starting at the end of this month.

Initially, the plan was to launch the first alcoholic beverage sales on White Day, March 14, but it was decided that it would be better to start simultaneous sales at multiple stores rather than launching the menu at a single store, so the schedule was postponed to the end of this month. Another region where Starbucks is considering selling alcoholic beverages is Jeju Island. However, the specific store locations are currently under internal review.

The alcohol content of the alcoholic beverage menu currently being prepared is around 5%, similar to beer. It is being considered as a type of cocktail menu where alcohol is mixed with a regular beverage base. Customers ordering alcoholic drinks at the store will be required to have their ID cards checked by partners.

Stairs leading to the Starbucks Haeundae X the Sky branch located on the 99th floor of LCT Landmark Tower in Haeundae-gu, Busan. Photo by Moon Hyewon

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Although Starbucks has previously sold beer at golf course stores, this is the first time that partners (baristas) at regular stores will directly prepare and sell alcoholic beverages. Last July, Starbucks sold lager-type beer at the Starbucks Jayu CC (Country Club) store in Yeoju, Gyeonggi Province. The beer was made by Devils Door, a craft beer pub operated by Shinsegae Food, a subsidiary of Shinsegae Group, and blended with Starbucks coffee beans to give it a unique coffee aroma.

Starbucks selected Busan and Jeju as the regions for alcoholic beverage sales because they anticipated high demand for alcohol among young people visiting the seaside, where many tourists gather ahead of the peak summer season.

A Starbucks representative explained, “The store is located in the world’s tallest Starbucks building and has become popular among tourists for its stunning night view. We are launching specialized cocktail beverages that meet customer needs for alcoholic drinks that suit the atmosphere.” However, they stated that there are no plans to sell alcoholic beverages at additional locations beyond the two currently planned. The representative added, “It is difficult to start selling alcohol uniformly across more than 1,900 stores nationwide. Stores operating as coffee-serving rest stops need to change their business registration to general restaurants in order to manufacture and sell alcoholic beverages.”

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