Starbucks has reintroduced its widely popular Summer-Berry Starbucks Refreshers across U.S. locations, signaling a major component of its new “Back to Starbucks” campaign aimed at revitalizing the brand’s identity. The beverages return for a limited time during the summer season and are positioned at the forefront of efforts to reinvigorate customer interest and boost in-store traffic amid broader operational changes.
Originally launched in 2024, the Summer-Berry Refreshers were quick to gain a dedicated following thanks to their vibrant flavor profiles and visually appealing presentation. The drink blends raspberry, blueberry, and blackberry flavors over ice, accentuated by the inclusion of raspberry-flavored popping pearls, which offer a burst of sweetness and a fun texture. The lineup includes variations such as the original Summer-Berry Refresher, the Summer-Berry Lemonade Refresher, and the Summer Skies Drink, which features a coconut milk base for a creamier experience.
This seasonal relaunch coincides with a significant menu overhaul. In March 2025, Starbucks announced it would be removing 13 long-standing beverages, including several blended and multi-step drinks that often slowed down service. The company plans to reduce its menu offerings by up to 30% by September, a move aimed at improving speed and consistency in drink preparation while allowing baristas to focus on customer engagement and delivery quality.
The decision to simplify the menu and focus on core, high-performing products was driven by internal analysis and shifting consumer behavior. Starbucks, like many retail brands, has seen customer foot traffic fluctuate post-pandemic, with competition from local coffee shops and convenience-focused chains increasing. By spotlighting customer favorites and seasonal specialties, the brand hopes to reclaim its status as a go-to destination for coffee and refreshment during the busy summer months.
In addition to the return of the Summer-Berry Refreshers, Starbucks has introduced new offerings on its seasonal menu. The Iced Horchata Oatmilk Shaken Espresso is one of the more talked-about additions. Inspired by the classic Mexican horchata, the drink features blonde espresso shaken with horchata-flavored syrup, oat milk, and a dusting of cinnamon. Although some customers have praised its flavor, others have expressed disappointment that the beverage lacks the authenticity of traditional horchata.
Also new to the summer lineup is the Strawberries & Cream Cake Pop, a nostalgic dessert that blends strawberry-flavored cake and buttercream frosting, dipped in chocolaty coating and designed to resemble a fresh strawberry. These new items reflect Starbucks’ strategy of introducing globally inspired flavors while maintaining the brand’s visual and experiential appeal, especially on social media platforms.
The campaign is among the first major initiatives under the leadership of CEO Brian Niccol, who took over the helm of Starbucks in late 2024 after leading a successful transformation at Chipotle. Niccol’s approach emphasizes operational efficiency, streamlined menu offerings, and renewed brand storytelling centered on customer experience. His leadership signals a shift back to Starbucks’ roots—creating a welcoming environment where customers can enjoy their favorite beverages in a timely, consistent manner.
Despite enthusiastic responses to the Summer-Berry Refreshers, some loyal customers have expressed concern over the removal of classic favorites. Social media has been abuzz with posts lamenting the disappearance of specialty Frappuccinos, seasonal lattes, and even certain tea blends. While Starbucks has indicated that some discontinued items may return on a rotating basis, the current focus remains on curating a more manageable and profitable menu.
Industry analysts have observed that Starbucks’ strategy mirrors a broader trend in the food and beverage industry, where major brands are trimming extensive product lines in favor of core items that drive repeat visits. This approach aims to reduce complexity, boost margins, and improve the overall customer experience in an increasingly competitive landscape.
As the summer season unfolds, Starbucks is betting that the vibrant, Instagram-worthy Summer-Berry Refreshers—combined with a refined product lineup and fresh brand messaging—will be enough to reignite customer loyalty and drive increased store visits.
