Starbucks debuts a new drink to take on energy brands

Starbucks has spent decades owning the morning. Now it wants the afternoon, too.The company launched its new Energy Refreshers in U.S. coffeehouses on April 7, a boosted version of its existing Refreshers line that adds extra caffeine from natural sources and B vitamins. The launch is part of a deliberate push by Starbucks to capture what it sees as an underdeveloped opportunity: the afternoon daypart."This week's launch of the new Energy Refreshers expands our refreshment offerings with a customizable energy option crafted in a way only Starbucks can deliver," said Erin Silvoy, senior vice president of global marketing and channel development. "The new Energy Refreshers provide a boost of caffeine that meets evolving customer needs," she added, according to the press release.What the new Starbucks energy drinks actually containThe Energy Refreshers are not an entirely new product. They are Starbucks' existing Refreshers, reformulated with added caffeine and B vitamins. The key difference is the caffeine content. Standard Refreshers contain 25 to 100 milligrams, depending on size. The Energy versions contain 100 to 175 milligrams, an extra 75 milligrams per size.More Restaurants McDonald’s latest menu missteps could have a major domino effect76-year-old comfort food chain closes most of its restaurantsFast food giant is coming for Starbucks with fan-approved launchThe drinks use caffeine derived from natural sources rather than synthetic additives, which Starbucks is leaning into to differentiate itself from conventional energy-drink brands. The company is "proud to use natural ingredients" and wants to "make sure we can give customers choices they feel good about," Dana Pellicano, senior vice president of global product experience, said in the press release.Caffeine-free versions of all Refreshers are now also available for the first time.New Starbucks Energy Refresher flavors available starting April 7:Mango Strawberry Energy RefresherMango Strawberry Lemonade Energy RefresherMango Dream Energy RefresherStrawberry Açaí Energy RefresherMango Dragonfruit Energy RefresherPink Energy Drink and Dragon Energy DrinkAll are available in any Starbucks Refresher base, including water, lemonade, or coconutmilk, and can be ordered in the Starbucks app. The full lineup is available year-round. The new Starbucks Refreshers use caffeine derived from natural sources.Berthelot/Getty Images What's behind Starbucks' afternoon strategyThe Energy Refreshers are the centerpiece of a broader Starbucks effort to build what the company calls a "second peak" later in the day. Midday and afternoon dayparts already generate $11 billion in sales after 11 a.m. The company believes there is room to grow sales significantly by positioning itself as the destination for afternoon energy, alongside its established morning role.As part of that effort, Starbucks said digital menu boards in its coffeehouses will shift in the afternoon to spotlight Energy Refreshers, iced teas, and grab-and-go snacks. The atmosphere is set to change, with afternoon playlists replacing the morning soundtrack. Tea is a key part of the plan as well. Tea sales at Starbucks have climbed more than 70% since 2021, and the company is expanding that menu with new flavors including Iced Mango Cream Chai and Iced Mango Cream Matcha.How Starbucks (SBUX) stock reactedStarbucks shares rose 3.44% on April 6, the day the Energy Refreshers announcement landed, closing at $93.62, according to TradingKey. The move came on a day with multiple positive catalysts for the stock, including the finalized Boyu Capital China joint venture. Still, analysts and investors pointed to the Energy Refreshers as a meaningful contributor to the positive sentiment, with the natural caffeine positioning and afternoon strategy framing seen as a credible signal that Starbucks has a concrete plan for rebuilding traffic.Why the timing makes senseStarbucks is entering a segment that is already growing. Restaurant analysts had predicted continued expansion of the cold, caffeinated non-coffee category in 2026, driven by consumer demand for sweeter and more visually appealing drinks. Last year, brewed coffee order incidence fell across restaurants, while espresso drinks and energy drinks both saw demand rise, according to Toast data cited by Restaurant Dive.The Energy Refreshers sit squarely in that trend. At 100 to 175 milligrams of caffeine, they bridge the gap between Starbucks' lighter standard Refreshers and the higher-strength options from dedicated energy drink brands. The natural caffeine sourcing and B vitamin addition give Starbucks a way to compete on wellness positioning rather than just caffeine volume.For a company working to turn around same-store sales and rebuild customer traffic under CEO Brian Niccol's Back to Starbucks initiative, a product that creates a new afternoon reason to visit is more than a menu update. It is an attempt to structurally shift how often customers show up, not just what they order when they do.Related: Starbucks testing big change to speed up morning routines