After testing its handmade sodas for only a few months in Austin, Texas, and Atlanta, Starbucks plans to trademark both its sparkling beverages and the machines used to make them. Both the drinks and the machine are called Fizzio.
While some speculate that trademarking the machine could indicate Starbucks intends to market its machine for at-home beverage making, spokesman Zack Hutson told Bloomberg Businessweek, “There are no plans to sell at-home.” The trademark only “pertains to the in-store test. We take steps to protect our IP. This is a normal course of doing business.” Although Hutson said consumer response to the beverages has been strong in test markets, he declined to elaborate on future test markets.
Starbucks is keeping the ingredients and components of its new beverages a secret, but fan site Starbucksmelody.com wrote that the drinks are made with the barista pouring a little flavoring into a special shaker, adding water, and then placing it into a machine “that seemed to be simultaneously shaking it and adding CO2.” The machine can reportedly carbonate beverages including iced tea, coffee and lemonade.
If the beverages and machine are to be only offered in Starbucks’ stores, it will further the chain’s efforts to offer more customized beverages to consumers who increasingly want food and beverages made their way. Should Starbucks decide to market the machine for at-home use, it will join the company’s Verismo System coffee machine on retail shelves.
