Starbucks launches Oleato coffee beverages in Japan
Starbucks Coffee Company has launched a new line of coffee beverages called Oleato in Japan, at more than 60 select stores, including Starbucks Reserve Roastery Tokyo.
Oleato is said to be a combination of the finest arabica coffee from Starbucks infused with Partanna cold pressed, extra virgin olive oil.
The Oleato beverages that can be had at the Starbucks Reserve Roastery Tokyo and select Starbucks Reserve stores across Japan include Starbucks Reserve Oleato Golden Cream Iced Espresso, Starbucks Reserve Oleato Golden Foam Cold Brew, and Starbucks Reserve Oleato Oat Milk Latte.
Starbucks Oleato Golden Foam Cold Brew and Starbucks Oleato Oat Milk Latte are available at select stores in Japan, said Starbucks Coffee Company.
Starbucks launches Oleato coffee beverages at select stores in Japan. Photo courtesy of Business Wire.
Oleato beverages were first launched in Italy in February 2023. The beverage line was launched in March 2023 at Starbucks Reserve Roasteries in Chicago, New York, and Seattle along with select stores within the US.
Japan marks the third global launch market for the beverage line for Starbucks where the coffee company first began its worldwide expansion as a brand outside of North America more than 26 years ago.
As with Starbucks Latte, the genesis of Oleato beverages was in Italy. While touring Italy during the summer of 2022, Howard Schultz, chairman emeritus and board member of Starbucks Coffee Company, came upon a family tradition that has been passed down for generations of eating a teaspoon of olive oil extra virgin every day for a rejuvenating ritual, which has formed the basis for the beverage line.
Since the opening of its first Starbucks store at Ginza around 1996, Starbucks has since opened over 1,800 locations in Japan.
Howard Schultz said: “Since we first launched in Milan and now in select U.S. markets, the partner pride and customer enthusiasm for Oleato has far exceeded our expectations. As we introduce this new coffee innovation to Japan, my time here this week in Tokyo reminds me of the enduring and global relevancy of community, connection, and passion for both coffee and craft.
“We are thrilled to introduce to the Japanese market the next revolution in coffee that brings together an alchemy of nature’s finest ingredients – Starbucks arabica coffee beans and Partanna cold pressed extra virgin olive oil. Oleato has opened our eyes to fresh new possibilities for Starbucks.”