- Instagram user offthemenu
Starbucks’ new ‘purple drink’ is taking over Instagram – and it’s great news for the coffee giant.
The beverage, made with passion iced tea, soy milk, vanilla syrup, and blackberries, has become a social media success without ever making Starbucks’ official menu.
Photos of the pastel, purple beverage are racking up hundred of likes on Instagram.
The purple drink follows in the footsteps of its secret menu sister, the pink drink, made with a mix of strawberryaçaí refresher and coconut milk.
There’s a divide emerging between pink and purple drink fans, with Instagram user SorryNoSalad writing “If you’re still ordering that #pinkdrink… you’re doing it wrong.”
“What’s that???”, you say? It’s only the latest and greatest thing to hit the streets from the secret menu of Starbucks! Introducing the #purpledrink – passion fruit iced tea with soy milk, vanilla syrup, and blackberries. If you’re still ordering that #pinkdrink…you’re doing it wrong. @scottafters, @dailyfoodfeed, and I all got these today and it saved us from the heat wave ????☀️ Go forth and hydrate! _____________ Like, comment, or tag a friend below! Be sure to follow for constant deliciousness updates ???? sorrynosalad (snapchat) ???? Huntington Beach, CA ???? Starbucks ????Tag a secret menu seeker!????
However, the two drinks are more similar than different.
Quick shoutout to @dailyfoodfeed for always sharing the best new @starbucks drinks ???????? Tried the #pinkdrink (strawberry acai refresher with coconut milk) vs. #purpledrink (passion iced tea with soy milk, vanilla syrup and blackberries ????) today and I have to say I’m still #teampink! ???????? But together they are definitely the most instagrammable drinks of the summer ????
Both drinks have been making waves, not necessarily for their flavors (though fans say they’re refreshing and delicious), but instead due to their pastel, aesthetically-pleasing appearances.
The power of a pretty drink is, at first, somewhat discouraging.
????????7K GIVEAWAY???????? We’ve hit 7000 in our food fiend community!! THANK YOU to each and every one of you for being all around awesome and following on this food adventure! ❤️ Celebrated by trying out @dailyfoodfeed refreshing Purple Drink creation on this warm summer day! Passion iced tea, vanilla syrup, soy milk, and blackberries, yum!???????? ❗️To show our appreciation, we’re giving away FIVE $5 @Starbucks gift cards for you to try it yourself❗️ To enter: 1.FOLLOW @ocfoodfiend 2.TAG two Starbucks lovers! ???? Five winners will be announced 8PM Saturday!
Why does appearance trump taste? Who cares how gorgeous a drink is if it isn’t delicious? What happened to not judging a Starbucks beverage by its cover?
#pinkdrink #2 in 2 days. I found out how pricey a drink it can be (subbing water for coconut milk), but hey, I had a free birthday drink to redeem before it expires, so why not. Plus, it isn’t packed with sugar. Venti me please; thank you @starbucks! If Starbucks ever decides to carry butterfly pea tea (it’s a blue tea that turns purple when there’s citric acid present), I’d love a ‘bluedrink’ (my favorite color ????)
However, a little digging into Starbucks’ menu reveals the rise of the Instagram-friendly beverage goes far beyond purple and pink drinks.
Even when it comes to more gourmet beverages, aesthetics are increasingly important in how Starbucks structures its menu.
With drinks such as the Nitro Cold Brew and Vanilla Sweet Cream Cold Brew, Starbucks has taken care to debut beverages that don’t simply past coffee snobs’ taste test, but also customers’ Instagram test.
“We wanted it to be an experiential beverage,” Starbucks’ coffee education specialist Mackenzie Karr told Business Insider about the Nitro Cold Brew’s appearance. “We wanted to highlight that our baristas are hand crafting this beverage in our stores every day.”
Starbucks is the No. 1 fast-food chain on Instagram. Customers provide the chain with an incredible amount of free advertising when they post photos of their beverages.
The purple drink may not be on Starbucks’ official menu, but make no mistake – the success of the beverage is no mistake for the chain. It’s just another step in the coffee giant’s incredibly successful Instagram strategy.