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'創意融合飲品纔是接下來的風潮？又一家賣酒的星巴克正式開業'

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'創意,融合,飲品,纔是,接下來,風潮,一家,賣酒,巴克,正式'

'專業咖啡知識交流 更多咖啡豆資訊 請關注咖啡工房（微信公衆號cafe_style ） 有人把星巴克當咖啡館，有人把星巴克當第二辦公室（比如我），還有人把星巴克當景點（比如上海星巴克烘焙工坊）打卡，但是相信沒多少人會把星巴克當酒吧。 實際上，世界上已經有不'

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'2019-02-08 14:17:50'

'2019-02-08 14:21:04'

'128906'

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'<div>
	<div style="text-align: center;">
		&nbsp;<img alt="" src="/uploads/allimg/190201/16-1Z201152106245.jpg" style="width: 800px; height: 533px;" /><br />
		&nbsp;</div>
	<h2 style="padding: 0px 0px 0px 28px; margin: 0px 0px 0.8em; outline: 0px; zoom: 1; font-size: 19px; font-weight: normal; color: rgb(51, 51, 51); box-sizing: border-box; border-width: 0px 0px 2px; border-bottom-style: solid; border-bottom-color: rgb(80, 193, 233); font-stretch: inherit; line-height: 30px; font-family: \'ヒラギノ角ゴ Pro W3\', \'Hiragino Kaku Gothic Pro\', メイリオ, Meiryo, \'ＭＳ Ｐゴシック\', sans-serif; vertical-align: baseline; position: relative; width: auto;">
		<span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; font-size: 16px;"><font style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; box-sizing: border-box; vertical-align: inherit;">專業咖啡知識交流 更多咖啡豆資訊 請關注咖啡工房（微信公衆號cafe_style ）</font></span></h2>
	<ul style="padding-right: 0px; padding-left: 0px; margin: 0px 0px 20px; outline: 0px; zoom: 1; color: rgb(51, 51, 51); line-height: inherit; box-sizing: border-box; border: 0px; font-stretch: inherit; font-size: 14px; font-family: \'ヒラギノ角ゴ Pro W3\', \'Hiragino Kaku Gothic Pro\', メイリオ, Meiryo, \'ＭＳ Ｐゴシック\', sans-serif; vertical-align: baseline; list-style: none outside;">
		<li style="padding: 0px 0px 0px 20px; margin: 0px 0px 12px; outline: 0px; zoom: 1; list-style: none; box-sizing: border-box; border: 0px; font-style: inherit; font-variant-ligatures: inherit; font-stretch: inherit; font-size: inherit; line-height: 18px; font-family: inherit; vertical-align: baseline; background-image: url(&quot;https://coffeemecca.jp/wp-content/themes/coffee/images/coffeelist.png&quot;); background-attachment: scroll; background-color: transparent; background-size: 0.8em; background-position: 4px 3px; background-repeat: no-repeat;">
			<div style="padding: 0px; margin: 0px; outline: 0px; zoom: 1;">
				&nbsp;</div>
		</li>
	</ul>
</div>
<div>
	<div>
		<div>
			有人把星巴克當咖啡館，有人把星巴克當第二辦公室（比如我），還有人把星巴克當景點（比如上海星巴克烘焙工坊）打卡，但是相信沒多少人會把星巴克當酒吧。</div>
		<div>
			&nbsp;</div>
		<div>
			實際上，世界上已經有不少地區的星巴克開始賣酒精飲料了，自 2016 年下半年美國的部分星巴克門店開始賣含酒精飲料以來，星巴克越來越把賣酒當作正經事來做了。尤其是在不久前開業的米蘭星巴克烘焙工坊中，酒精飲料成爲這裏的特色之一。</div>
		<div>
			&nbsp;</div>
		<div>
			而在中國大陸地區，能夠喝到酒的星巴克門店並不多，僅有上海兩家（烘焙工坊和世貿店），北京一家（北京坊店），加上今天開業的深圳灣臻選店，一共四家。<br />
			&nbsp;</div>
		<div style="text-align: center;">
			<img alt="" src="/uploads/allimg/190208/16-1Z20Q41921396.jpg" style="width: 1200px; height: 675px;" /></div>
		<div>
			&nbsp;</div>
		<div>
			至此，我們也可以看出星巴克在中國發展的幾條線路，首先是門店數量的繼續增加，星巴克會越來越多地在地級市開店；然後容易被忽略的一條路線就跟產品有關：臻選店和旗艦店數量擴大，用來應對第三次咖啡浪潮，迎合受衆對咖啡品質的更高追求，各種新品類的擴充，讓大家的選擇更多。當然還有諸如和阿里合作，探尋線上的發展空間，開展外賣業務等等。</div>
		<div>
			&nbsp;</div>
		<div>
			在收購了茶飲品牌茶瓦納（Teavana）之後，茶飲已經佔據了所有星巴克菜單的大量位置，這已經和許多主打意式咖啡的咖啡館不盡相同。</div>
		<div>
			&nbsp;</div>
		<div>
			接着就是「咖啡融合冰淇淋」產品的推出和推廣，這是一個典型的星巴克新品孵化案例：2016 年 6 月，星巴克開始在西雅圖臻選咖啡烘焙工坊推出了一系列 Affogato 冰淇淋產品，隨後成爲店裏前 5 款最受歡迎的產品之一，即使在冬天也如此。接着就是在全美範圍內推廣，然後其他國家跟進。</div>
		<div>
			&nbsp;</div>
		<div>
			酒精飲料也差不多，國內最早是在上海星巴克烘焙工坊店可以品嚐到。在大衆點評等 app 上，諸如「弄堂晚風」和「梅露絲」這樣的含酒精飲料，已經成爲網紅單品。除了酒類和咖啡的創意融合飲品之外，在烘焙工坊也有單品的啤酒、葡萄酒、香檳可以選擇。</div>
		<div>
			&nbsp;</div>
		<div>
			消費者的反饋也證明，在一線城市裏面，創意融合飲品的受歡迎程度並沒有因爲更高的價格而降低。依託於過往的產品推廣經驗，星巴克深圳灣臻選店開始賣酒也就在情理之中了。</div>
		<div>
			&nbsp;</div>
		<div>
			這家佔據了兩層位置的星巴克門店真正的特色在二樓，茶瓦納吧檯主要製作的是手工調製茶，比如網紅茶飲「盈舞白茶」等等。</div>
		<div>
			&nbsp;</div>
		<div>
			另外一個佔據了更大位置的吧檯則是特調吧檯，從設計上，這個吧檯其實更像酒吧的感覺，製作的也是前沿創意咖啡和雞尾酒。前面說到的「梅露絲」在此也有售：用櫻桃風味比特酒與冷萃咖啡搖勻，佐以路薩朵櫻桃和工坊版曼哈頓雞尾酒，便是具有酒香與果香的梅露絲。</div>
		<div>
			&nbsp;</div>
		<div>
			除了類似於「梅露絲」和「辛香暖意紅酒」之外，精釀啤酒也是這裏的特色飲品。這家門店有幾款精釀啤酒出售，合作方是臺灣的臺虎精釀，其中兩款和咖啡有密切關係：肯亞蜜柚果香 IPA（India Pale Ale，印度淡色艾爾啤酒）和哥倫比亞香草艾爾啤酒。</div>
		<div>
			&nbsp;</div>
		<div>
			總的來講，雖然說是賣酒，但是星巴克售出的含酒精飲料的度數都不高，更多的，其實是在探討創意飲品，而非提供一個不醉不歸的消愁之地。</div>
		<div>
			&nbsp;</div>
		<div>
			世界三大飲料是咖啡、茶和酒，其中意式咖啡幾乎就是咖啡和牛奶的混合藝術，這也是大多數星巴克門店可以喝到的主力飲品類型。現在星巴克想要探討的，看起來是咖啡和酒的混合藝術。對於許多有咖啡品鑑能力的人來說，豐富的味覺層次是咖啡的迷人之處，咖啡和酒的融合，能夠更加豐富這種味覺層次。</div>
		<div>
			&nbsp;</div>
		<div>
			這種融合也有點兒像產品研發，有的產品能成爲網紅飲品，也有融合失敗的例子。去年，星巴克甚至還有舉辦了消費者投票評選活動，讓消費者決定哪些飲品成爲菜單常駐，哪些飲品該下架掉。如果去一下上海的星巴克烘焙工坊，就會發現這裏的菜單產品豐富度，恐怕是全世界咖啡館裏最繁多的。所以說，在不久前愛範兒那篇《瑞幸打敗不了星巴克，但未必是下一個 ofo》文章裏把星巴克比作咖啡界的三星，不是一時興起拍腦袋想的。</div>
		<div>
			&nbsp;</div>
		<div>
			在去年的星巴克咖啡公使杯中國決賽中，有一個環節是咖啡師製作創意咖啡飲品，當時不少的咖啡師選擇了將中式茶和咖啡進行融合。也許在不久的未來，我們在星巴克的菜單上看到大吉嶺紅茶配埃塞俄比亞咖啡，雲南的普洱和咖啡合二爲一。</div>
	</div>
	<div>
		&nbsp;</div>
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''

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