Howard Schultz, Starbucks’ chief executive officer, and Starbucks found inspiration in the sun-kissed olive groves of Sicily and are introducing a new line of beverages infused with olive oil, the company has announced.
Italy has always been a special place for Starbucks since four decades ago when Howard Schultz first went to Milan and experienced its espresso bars. The visit gave him the idea to bring the Italian coffeehouse to Starbucks and to America, according to a media release.
Oleato is “an unexpected alchemy of Starbucks finest arabica coffee infused with Partanna extra virgin olive oil offers a velvety smooth, deliciously lush new coffee experience,” said the company.
The beverage makes its debut Wednesday at the Starbucks Reserve Roastery Milan. It will be introduced to the U.S. this spring in Southern California.
Later this year, select markets in Japan, the Middle East, and the United Kingdom will launch the beverages.
The five Oleato beverages served at the Milan Roastery are Oleato Caffé Latte, Oleato Iced Cortado, Oleato Golden Foam Cold Brew, Oleato Deconstructed, and Oleato Golden Foam Espresso Martini.
Starbucks stores in Italy will offer Oleato Caffè Latte, Oleato Iced Shaken Espresso, and Oleato Golden Foam Cold Brew.
Schultz reflected on how his journey with Starbucks has come full circle with two big moments. One in Italy at the beginning of his career and one now as he is stepping down next month after serving the last 10 months as Starbucks’ interim chief executive officer.
“In 1983, I took my first trip to Italy and discovered the extraordinary relationship that the Italian people have with the Italian coffee bar, and specifically espresso,” Schultz said. “I raced back to the United States with a vision and a passion to bring that to Starbucks,”
Last year, while Schultz was traveling in Sicily, he began taking a spoonful of olive oil each day as part of the Mediterranean custom. He would do this every morning with his coffee. One day he thought why not blend them together?
“I was absolutely stunned at the unique flavor and texture created when the Partanna extra virgin olive oil was infused into Starbucks coffee,” Schultz said. “In both hot and cold coffee beverages, what it produced was an unexpected, velvety, buttery flavor that enhanced the coffee and lingers beautifully on the palate.”
Schultz then brought the idea back to Seattle and began development.
“Now, there’s going to be people who say, ‘Olive oil in coffee? But the proof is in the cup,” Schultz said. “In over 40 years, I can’t remember a moment in time where I’ve been more excited, more enthused that demonstrates the pride, the quality, the passion, the heritage, and the craft of what Starbucks can do.”