Does the new “Clear Coffee” have what it takes to bring a non-coffee drinker into the fold?
For many coffee drinkers, a cup of joe is a daily ritual – skip that morning cup and something just feels off. At the same time, though, more and more young people in Japan are said to be steering clear of coffee altogether, according to research conducted by Starbucks and Shibuya109 lab, a youth marketing organisation based in Tokyo’s Shibuya district.
▼ Participants enjoying some tasty market research.
In order to help bring those non-coffee drinkers into the fold, Starbucks has done something quite extraordinary: created a new line of coffee drinks for those who don’t like coffee.
Called Clear Coffee, there are two varieties to choose from – Standard and Citrus – both of which aim to appeal to anyone who’s ever been interested in coffee but always found it too bitter or intimidating to try. Made using Sumatra Masa Depan beans, a special blend created to mark Starbucks’ 30th anniversary in Japan this year, the coffee is extracted as a ristretto shot instead of an espresso shot, which concentrates the coffee’s sweetness and richness while reducing bitterness.
Our Japanese-language reporter K. Masami, who drinks at least one coffee a day, admits to usually gravitating towards rich, strong drinks. During the sweltering heat of summer, though, she tends to prefer lighter, more refreshing beverages, so she decided to try the new Clear Coffee to see if it really might be palatable for non-coffee drinkers.
Ordering the standard Clear Coffee, it looked much closer to an iced Americano than the chain’s regular iced brewed coffee, which makes sense because it’s prepared in a similar way by diluting coffee with water. In addition to containing a ristretto shot, it also contains Classic Syrup for sweetness, seeing as bitterness was said to be the main driving factor turning potential coffee converts away from traditional coffee.
Taking a sip, Masami found it had a gentle sweetness and an extremely clean finish. The bitterness had been noticeably toned down, but remarkably, the aroma of coffee was still present, creating a drink that felt unmistakably like coffee without overwhelming the palate. It was refreshing, didn’t leave a lingering aftertaste, and though it was lighter than a typical coffee, it still had enough body to avoid tasting watery.
The closest comparison Masami could think of was that it’s the coffee equivalent of Starbucks’ popular Chillax drinks, which are mellow, easy to drink and pleasantly refreshing.
After tasting the standard version, Masami could easily imagine the citrus working well with the drink’s light, refreshing character. However, seeing as the Clear Coffee already contains a shot of ristretto, she decided to avoid over-caffeinating herself and try the Citrus version another day.
So would she recommend the Clear Coffee? Well, if you’re someone who loves the bold bitterness of a traditional coffee, Clear Coffee may not completely satisfy your cravings. The coffee aroma is still there, though, so it doesn’t feel like you’re drinking a fake, flavoured beverage, and its lighter, sweeter profile makes it considerably easier to drink than a standard iced coffee. In that sense, if you’re a coffee lover who wants some lighter coffee refreshment, perhaps after you’ve already had your regular cup of joe, it’s a drink that’ll still interest your taste buds, especially if you know what to expect before diving in.
As for non-coffee drinkers, though, the Clear Coffee has a real chance of achieving what it sets out to do, acting as a gateway drink for those who wouldn’t otherwise think to order a coffee. It’s noticeably different from Starbucks’ usual coffee line-up, so it really does bridge the gap between bitter coffees and sweet lattes and Frappuccinos, which is something the chain wanted to address with the new release.
On sale from 31 July, the Clear Coffee is on the menu at 490 yen (US$3.30) for dine-in, while the Citrus Clear Coffee is slightly higher, at 590 yen. Both drinks are only available for a limited time.
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