- REUTERS/Mohammad Khursheed
- Starbucks is planning to launch a “Tie-Dye Frappuccino” in early July, according to internal documents shared with Business Insider.
- The Frappuccino is the latest in a series of Instagrammable, over-the-top beverages from Starbucks that echo the viral Unicorn Frappuccino.
- Some baristas are already concerned about how the soon-to-be viral Tie-Dye Frappuccino will impact their jobs.
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Starbucks has a new Unicorn Frappuccino-esque drink in the works, as the coffee giant attempts another viral moment this summer.
In recent internal communications viewed by Business Insider, Starbucks gave employees a heads up that the Tie-Dye Frappuccino would be hitting menus on July 10.
Advertising is set to go up on Wednesday, July 10, and be taken down five days later – making it seem like this is likely another one of Starbucks’ super limited-time Frappuccino offers.
Starbucks declined to comment on the Tie-Dye Frappuccino and the company has not yet shared the Tie-Dye Frappuccino ingredients with in-store workers, so it is not quite clear what the drink will taste like.
- Kate Taylor/Business Insider
Starbucks has generally pulled back from Frappuccinos, including cancelling Frappuccino Happy Hour in summer 2018 due to declining sales. Instead, the chain has focused on its cold beverage line up more generally, with growing sales of cold brew and espresso-based beverages.
However, the coffee giant has continued to dabble in extremely limited, Instagrammable Frappuccinos. Typically only available for less than a week or as supplies last, drinks such as the Witch’s Brew Frappuccino and the Crystal Ball Frappuccino are fun, brightly colored, and over-the-top – perfectly crafted to go viral.
The mother of all Instagram Frappuccinos is, of course, the Unicorn Frappuccino. Available for just a few days in April 2017, the drink instantly went viral and sold out.
In March, the chain found similar success with the Ariana Grande-backed Cloud Macchiato, which CEO Kevin Johnson told investors was the chain’s “second most viral” drink ever.
However, some employees are already bracing for the impact of the drink once it hits stores. Frappuccinos can be annoying and time-consuming to make – especially when hoards of customers are clamoring to get their aesthetically-pleasing drink.
“It looks like it’s going to be the Unicorn Frappuccino all over again, which the company said they wouldn’t do again because of partner feedback,” a Starbucks employee – referred to as “partners” by the company – told Business Insider. “They don’t give a damn about us and it’s obvious.”
The Tie-Dye Frappuccino will not be released until early July. So, don’t start pestering your local barista about it until Starbucks’ puts out advertising!