Starbucks Corporation, one of the largest coffeehouse companies in the world, with 16,120 stores in 49 countries, has come up with a new strategy to fight back their stagnant stock price. After a six percent decrease in sales due to recession, this corporate company has decided to do an experiment… selling alcohol.

The coffeehouse chain has introduced their new enterprise with a new logo and name, known as “15th Ave. Coffee and Tea inspired by Starbucks" The brand famous for its drip brewed coffee, espresso-based hot drinks, snacks and other items such as mugs and coffee beans has added wine and beer to its menu.

USA Today reported

“Starbucks plans to create two more similar stores in the Seattle area at locations that aren’t currently Starbucks stores. And if the concept works, it could be tested in other cities, says Major Cohen, senior project manager at Starbucks.”

The main aim of coming up with this idea is due to the crisis company has faced in last quarter… closed stores, employee layoffs and decline sales during the recession. CEO of consulting firm Brandstream and former marketing chief at Starbucks,

So for now, the lone test store will serve half-dozen kinds of beer and wine, ranging in price from $4 to $7. Right now the company is not sure if this concept would be incorporated into all Starbucks stores if it’s successful.

"We’ll be equally as proud of our beer and wine as we are of our coffee," Cohen says.

I would like to know your opinion over this move of Starbucks….do you think this venture will give a tough competition to their competitors (McDonald’s and Dunkin Donuts) and help them survive recession?