New York, USA – Global coffeehouse company Starbucks has announced that it is venturing into NFTs, as well as exploring other ventures in the Web3 space.
In a joint statement by Brady Brewer, chief marketing officer at Starbucks, and Adam Brotman, advisor at Starbucks, the company plans to create a series of branded NFT collections, the ownership of which initiates community membership, and allows for access to exclusive experiences and perks.
The themes of these collections will be born of Starbucks artistic expressions, both heritage and newly created, as well as through world-class collaborations with other innovators and like-minded brands.
“We plan to take a phased approach here, willing to move fast, experiment, learn and collaborate. We plan to start with our first NFT collection, membership and community later this year, based on coffee art and storytelling. It will come with a host of unique experiences and benefits, worthy of a genesis NFT collection from Starbucks. And this first collection will form the core digital community and backbone against which we hope to build future collections and collaborations – all building on the same new ecosystem,” Brewer and Brotman said.
The company also believes that its Starbucks Digital Community Web3 platform has the potential to pioneer the combination of an approachable, widely accessible front-end, backed by the right blockchain technologies that are fast and inexpensive.
“We believe NFTs have broad potential to create an expanded, shared-ownership model for loyalty, the offering of unique experiences, community building, storytelling, and customer engagement. And, while doing so also being a source of accretive business that can benefit a number of stakeholders in the process, while creating a new type of digital ecosystem to complement Starbucks current digital platform offering,” the company added.
