Starbucks is expanding into the luxury market, with a new kind of store that sells $10 cups of coffee, craft cocktails, and high-end pizza and pastry.

Starbucks is expanding into the luxury market, with a new kind of store that sells $10 cups of coffee, craft cocktails, and high-end pizza and pastry. The Starbucks Reserve Roastery and Tasting Rooms will offer exotic coffees, craft cocktails, and a ‘speakeasy atmosphere,” and were developed when the brand noticed mall shopping losing out to online, and “needed to find a way to give people a luxurious experience worth leaving their homes.” The pricey brews target affluent consumers, but also Millennials, whose likelihood of buying gourmet coffee has grown significantly in recent years. (The Wall Street Journal, Business Insider)