近日，星巴克中国即饮首款新潮袋装咖啡——果香美式系列惊艳上市。该系列也是品牌进一步加码健康赛道，推出的首款添加膳食纤维和维生素的即饮咖啡，涵盖了红宝石西柚风味美式、莓莓风味美式两款口味。新品以开袋即饮的颠覆性设计、清新自然的果香风味与多重营养加持，为今年夏天的即饮咖啡赛道带来了全新风潮。星巴克果香美式系列集成了包装、风味、营养三重创新。新品突破性采用创新袋装设计，兼具时尚感与便携性，贴合Z世代审美
近日，星巴克中国即饮首款新潮袋装咖啡——果香美式系列惊艳上市。该系列也是品牌进一步加码健康赛道，推出的首款添加膳食纤维和维生素的即饮咖啡，涵盖了红宝石西柚风味美式、莓莓风味美式两款口味。新品以开袋即饮的颠覆性设计、清新自然的果香风味与多重营养加持，为今年夏天的即饮咖啡赛道带来了全新风潮。
星巴克果香美式系列集成了包装、风味、营养三重创新。新品突破性采用创新袋装设计，兼具时尚感与便携性，贴合Z世代审美偏好，轻松携带、随拿随饮，自带社交出片属性。风味层面，精选高品质拉丁美洲阿拉比卡咖啡豆，两款新品各有特色：“莓莓风味美式”融合蔓越莓、树莓、蓝莓、杨梅四种莓果香气，多层次果香与美式咖啡基底完美交融；“红宝石西柚风味美式”严选红宝石西柚风味搭配白西柚风味，酸甜平衡、清新解腻，实现馥郁果香与咖啡醇厚口感的和谐碰撞。作为星巴克即饮首款添加膳食纤维与多种维生素的咖啡，其中莓莓风味美式主打低糖，红宝石西柚风味美式主打无糖，凭借清爽风味、低卡好喝的核心优势，为消费者解锁风味享受与营养守护并行的高品质即饮咖啡体验。
开袋即饮的果香美式背后是精准的消费者洞察、强大的本地研发实力
星巴克本土研发团队观察到，年轻消费者是即饮咖啡的消费主力。当前，Z世代消费者不仅看重咖啡的提神功效，更追求个性化体验、情绪价值的共鸣。便携袋装设计的创意，正深度契合了Z世代人群“特立独行、大胆尝新、崇尚别样生活方式”的消费个性。此外，健康化已成为咖啡饮品创新的核心趋势之一，星巴克即饮也在持续加码健康赛道。而此次推出的果香美式，则进一步丰富了黑咖产品矩阵，不仅满足了黑咖细分人群对清爽口感、果香风味的偏好，更抢占了营养强化咖啡的新风口。
果香美式系列的面世，源于星巴克本土研发团队的潜心打磨——近百次配方调试，多轮内部口味品评，多个城市上千名消费者的口味测试，最终实现了咖啡香与果香的黄金平衡，确保口感顺滑饱满。以“红宝石西柚风味美式咖啡饮料”的消费者初测数据反馈为例，消费者普遍认为新品包装吸睛，风味与口感表现出众，市场购买意愿强烈。
双核驱动的产品创新力成就多年双位数业务增长，引领中国高端即饮赛道
表现突出的产品创新力背后，则是星巴克即饮独特的“双核驱动模式”。一方面，本土研发团队深度扎根中国市场，持续把握风味迭代、健康升级的消费需求趋势，推出引领潮流的即饮产品，满足不同地域、不同消费细分人群的多元化需求；另一方面，持续从门店爆款产品中汲取灵感，成功将诸如抹茶拿铁、椰椰拿铁等门店经典饮品延伸至即饮领域，其中星巴克椰椰拿铁斩获了“iSEE全球奖・米其林星厨认证”。值得期待的是，首款星巴克®能量饮料 冰爽百香果味 也即将登陆山姆渠道，进一步丰富星巴克即饮在非咖品类的产品矩阵。
欧睿国际的调研数据显示，作为高端即饮行业风向标，星巴克即饮深耕中国市场十余年，已连续六年保持两位数的业务增长势头，并持续释放稳健的业务增长动能。截至2026年3月，品牌在户外消费场景的市场表现远超即饮咖啡品类平均增速，持续吸引新顾客进入即饮品类，引领渗透率增长。快消品线下监测网络“马上赢”的数据显示，2025年，即饮咖啡的前五大品牌中，星巴克占据第二位，并且也是市场份额增长最快的品牌之一。
目前，星巴克即饮已覆盖全国1400+县级市场，并通过抖音等线上平台与创意营销活动，持续加强与消费者的情感联结。今年4月携手徐梦桃、王心迪发起的春日运动季，便是品牌与年轻群体对话互动的成功实践之一。
星巴克全球渠道发展业务官David Hanson表示：“星巴克即饮始终聚焦在地消费者的需求原点，用产品创新力和渠道力不断拓宽即饮咖啡的体验边界。星巴克果香美式系列是我们用三重创新加码健康赛道、与Z世代‘玩在一起’的又一力证。未来，我们将持续扎根本土化创新，为中国消费者带来更多高品质、高颜值、兼具健康获益的即饮选择，引领行业发展升级。”
Recently, Starbucks China's first trendy bagged coffee, the Fragrant American Series, was launched with stunning results. This series is also the brand's further expansion into the health track, launching the first ready to drink coffee with added dietary fiber and vitamins, covering two flavors: ruby grapefruit flavor American and berry flavor American. The new product brings a new trend to this summer's ready to drink coffee market with its disruptive design, fresh and natural fruity flavor, and multiple nutritional supplements.
The Starbucks Fragrant American Series integrates triple innovation in packaging, flavor, and nutrition. The new product adopts an innovative bag design that combines fashion and portability, catering to the aesthetic preferences of Generation Z. It is easy to carry, take and drink, and comes with social media features. In terms of flavor, high-quality Latin American Arabica coffee beans are carefully selected, and two new products each have their own characteristics: "Berry Flavor American" combines four types of berry aromas: cranberry, raspberry, blueberry, and bayberry, perfectly blending multi-level fruit aromas with the American coffee base; The "Ruby Grapefruit Flavor American" carefully selects the combination of Ruby Grapefruit flavor and White Grapefruit flavor, achieving a balanced sour and sweet taste, refreshing and relieving greasiness, and achieving a harmonious collision of rich fruit aroma and rich coffee flavor. As Starbucks' first ready to drink coffee with added dietary fiber and multiple vitamins, the raspberry flavored American style emphasizes low sugar, while the ruby grapefruit flavored American style emphasizes sugar free. With its refreshing flavor and low calorie taste, it unlocks a high-quality ready to drink coffee experience that combines flavor enjoyment and nutritional protection for consumers.
Behind the ready to drink fruity American style, there is precise consumer insight and strong local research and development capabilities
Starbucks' local R&D team observed that young consumers are the main consumers of ready to drink coffee. Currently, Generation Z consumers not only value the refreshing effect of coffee, but also pursue personalized experiences and emotional resonance. The creativity of the portable bag design deeply fits the consumption personality of Generation Z, who are "independent, daring to try new things, and advocate a different way of life". In addition, healthiness has become one of the core trends in coffee beverage innovation, and Starbucks Ready to Drink is also continuously expanding its health track. The launch of the fruity American style coffee further enriches the black coffee product matrix, not only meeting the preferences of the black coffee sub group for refreshing taste and fruity flavor, but also seizing the new trend of nutrition enhanced coffee.
The launch of the Fruit Aroma American series originated from the dedicated polishing of Starbucks' local R&D team - nearly a hundred formula adjustments, multiple rounds of internal taste evaluations, and taste tests of thousands of consumers in multiple cities, ultimately achieving a golden balance between coffee aroma and fruit aroma, ensuring a smooth and satisfying taste. Taking the initial consumer feedback data of the "Ruby Grapefruit Flavored American Coffee Beverage" as an example, consumers generally believe that the new product packaging is eye-catching, the flavor and taste are outstanding, and the market purchase intention is strong.
Dual core driven product innovation has achieved double-digit business growth for many years, leading the high-end ready to drink market in China
Behind the outstanding product innovation lies Starbucks' unique "dual core drive model" for ready to drink products. On the one hand, the local R&D team is deeply rooted in the Chinese market, continuously grasping the consumer demand trend of flavor iteration and healthy upgrading, launching trend leading ready to drink products to meet the diverse needs of different regions and consumer segments; On the other hand, by continuously drawing inspiration from popular products in stores, classic drinks such as matcha latte and coconut latte have been successfully extended to the ready to drink field. Among them, Starbucks coconut latte has won the "iSEE Global Award · Michelin Star Chef Certification". It is worth looking forward to the first Starbucks ® Energy drinks with refreshing passion fruit flavors are also about to enter the Sam's Club channel, further enriching Starbucks' ready to drink product matrix in non coffee categories.
According to research data from Euromonitor International, as a benchmark for the high-end ready to drink industry, Starbucks has been deeply rooted in the Chinese market for more than ten years, maintaining double-digit business growth momentum for six consecutive years and continuously releasing steady business growth momentum. As of March 2026, the brand's market performance in outdoor consumption scenarios far exceeds the average growth rate of ready to drink coffee categories, continuously attracting new customers to enter the ready to drink category and leading the penetration rate growth. According to the data from the offline monitoring network "Instant Win" of fast-moving consumer goods, Starbucks will occupy the second place among the top five brands of ready to drink coffee in 2025 and is also one of the fastest-growing brands in terms of market share.
At present, Starbucks' ready to drink has covered more than 1400 county-level markets nationwide, and continues to strengthen the emotional connection with consumers through online platforms and creative marketing activities such as Tiktok. The Spring Sports Season launched in April this year in collaboration with Xu Mengtao and Wang Xindi is one of the successful practices of brand and young group dialogue and interaction.
David Hanson, Global Channel Development Business Officer at Starbucks, said, "Starbucks Ready to Drink has always focused on the needs of local consumers, constantly expanding the boundaries of ready to drink coffee experience with product innovation and channel power. The Starbucks Fruit Flavor American Series is another proof of our triple innovation to enhance the health track and 'play with' Generation Z. In the future, we will continue to root ourselves in localized innovation, bringing more high-quality, attractive, and healthy ready to drink options to Chinese consumers, leading the industry's development and upgrading
