How Starbucks turns coffee into culture
From music, sports, fashion and film to holiday rituals and everyday moments of inspiration, Starbucks has evolved alongside culture – and helped shape it.
Tressie Lieberman had a longstanding Starbucks ritual long before she became the company’s global chief brand officer.
Each year, she and her husband visit their local coffeehouse and order a seasonal drink to mark the moment together — a small tradition that makes the holidays feel like they’ve officially begun.
“This brand creates real cultural experiences,” she said. “Like when people are lining up out the door to get their first taste of PSL or their holiday beverage. To be able to shape this iconic brand and take it into the future is something that is unbelievably exciting.”
Over the years, as Starbucks coffeehouses became a backdrop for everyday life around the world, the brand played an increasingly integral role in culture – in some cases even helping shape it.
From seasonal traditions and everyday moments of coffeehouse magic to music, sports, art, technology, fashion and film, Lieberman said staying culturally relevant isn’t about chasing trends, moments or partnerships. Instead, it’s a mindset – something to consider in everything from how Starbucks designs its menus, coffeehouses and technology to where, when and how the brand shows up in the world.
“Tapping into cultural relevance matters more than ever,” she said. “As we continue our journey to get ‘Back to Starbucks’ and ignite the soul of the brand, we’re learning into moments … that truly excite our customer.”
A key part of keeping pace with culture while remaining authentically Starbucks is listening deeply to partners and customers and what they care about, said Lieberman.
“We are connecting partners with customers, and customers are connecting with other friends and family in our stores. And that is such a special thing,” she said.
Creating a cultural connection
The cultural touchpoints of Starbucks have extended well beyond the walls of any single coffeehouse or moment for decades.
Starbucks has made numerous television and movie cameos (from the upcoming “The Devil Wears Prada 2” to “Austin Powers” in 1997), supported sports (from sponsoring Team USA for the Milano Cortina 2026 Winter Olympic and Paralympic Games to producing the 2019 documentary, “This is Football”) and influenced music (from selling CDs in coffeehouses in the 2000s to a creating pop-up Starbucks, complete with a DJ at Coachella earlier this month).
Beth Deutscher manages product placement and filming in coffeehouses for Starbucks.
“My job is really connecting Starbucks with our customers as it relates to culture and creating a connection that goes not only beyond the walls of our brick-and-mortar locations, but creates a connection through TV, through media, through actors and the people that they love,” Deutscher said. “It creates more of an owned connection with our brand.”
The music that plays in coffeehouses has helped new artists grow their careers and also provided the soundtrack to customers’ lives. Holly Hinton, head of music at Starbucks, said one couple told her they hired Pink Martini to play at their wedding after hearing the band’s music for the first time at a Starbucks.
The music playing when you walk into a Starbucks is a huge part of what makes it feel inviting – a place you want to linger, like a living room. Hinton takes her job of setting the vibe very seriously.
“It should feel like when you go to a friend’s house and they are playing the right music,” she said, adding that the playlists her team curates are “in 40,000 living rooms, in a certain way, when you walk into a Starbucks.”
Tapping into the zeitgeist – like creating a pop-up “Starbies” tied to Taylor Swift’s latest album release – creates a feeling for customers that “Oh, they’re in on it.”
Sometimes, the menu itself inspires a trend that in turn inspires Starbucks, Lieberman said. The customizable menu has become a way for customers to express themselves and share their creations on social media. The Dubai Chocolate Matcha Latte began as a social media trend driven by customers, then became an official menu item because customers wanted it, she said.
“We’re making icons of icons,” she said. “Menu innovation that doesn’t just satisfy customers – it incites cultural movements.”
Lieberman, whose LinkedIn profile begins with the phrase “dreams in possibilities,” believes customers can feel when a brand is genuinely listening. That belief shapes how Starbucks engages with cultural moments as they emerge.
“Here’s our grounding objective, and it’s pretty simple: to be visible, relevant and loved everywhere,” she said. “We operate in a category of our own.”
Over the past year, Starbucks has inspired, created and joined countless cultural moments. Here are just a few of them:
Film & TV
A visit to Starbucks is a real-life scene for millions of people every around the world every day, so it’s fitting that it’s a scene featured in hundreds of films and television shows ever since fashionista Cher Horowitz brought her Starbucks cup to class in the movie “Clueless” in 1995.
The Devil Wears Prada 2
Starbucks reprised its original role from, “The Devil Wears Prada” in 2006 with another cameo in, “The Devil Wears Prada 2” in theaters May 1. Although Miranda’s drink order has remained the same (a no-foam, extra-shot, extra-hot Caffè Latte with nonfat milk), Starbucks has created new moments to build fun and excitement, starting with Adrian Grenier’s tongue-in-cheek “It’s All Good Energy” ad featuring new Energy Refreshers and continuing with a new beverage collection inspired by the characters and a special delivery at the film’s New York City premiere.
Hannah Montana 20th anniversary
Hannah’s Secret Popstar Refresher on the Starbucks secret menu tapped into early 2000s nostalgia just in time for “Hanna Montana” 20th Anniversary special.
Music
Music has always been integral to the Starbucks coffeehouse experience, from the early days of Starbucks CDs and artist discovery programs to collaborations with both emerging and established musicians. Today, the legacy continues through curated playlists, guest DJ pop‑ups and immersive coffeehouse moments that celebrate musicians and the shared experience of music.
Coachella
Starbucks brought its signature coffeehouse experience to the Coachella Valley Music and Arts Festival as an official sponsor for the first time in April. Partners served cold beverages and hot looks from a pop-up Starbucks oasis in the desert.
Taylor Swift
Starbucks rolled out the orange carpet to celebrate the launch of Taylor Swift’s new album, “Life of a Showgirl” on Oct. 3, hosting a global listening party at Starbucks coffeehouses around the world and transforming one Nashville cafe into a dazzling “Starbies.”
Fashion & Design
Starbucks has always been on the leading edge of design and its products the perfect, personalized accessory. “Fashion is a powerful expression of identity, and we are proud to champion and support the creative voices that are shaping and inspiring trends,” said Lieberman.
New York Fashion Week
Starbucks fueled New York Fashion Week in February with coffee but also cultural moments and collaborations, like this custom Zac Posen gown inspired by the Starbucks siren.
Milan Roastery
Milan, Italy is the world’s epicenter of fashion and design, and the Starbucks Reserve Roastery Milan hosts events and installations year-round to showcase the city’s rich heritage. In January, the Roastery debuted the House of Coffee cultural platform for Milan Men’s Fashion Week exclusive collaborations with partners like K-Way, Nordica and Poldo Dog Couture. In April, Starbucks launched a new experience, “Inspired by Italy,” to highlight the intersection of coffeehouse culture and industrial design.
Sporting Events
There’s something about sports that brings people together. From a coffee run on the slopes of the Italian Alps to a baseball mascot working the drive-thru, Starbucks is there for athletes and the fans who love them.
Hometown spirit
Starbucks partnerships with Seattle’s sports teams show a playful side of the brand, whether that’s Kraken hockey players trying a new Protein beverage or the Mariners Moose raising the team’s banner high above Starbucks Support Center in Seattle.
Olympic and Paralympic Winter Games
When the world turned its eyes to Italy for the Olympic and Paralympic Winter Games Milano Cortina 2026, Starbucks was there to help celebrate members of Team USA and a shared dedication to coffee and craft with on-site activations and a whimsical Coffee Run ad. Starbucks is already looking ahead to the 2028 as an Official Coffee partner of the LA28 Olympic and Paralympic Games and Team USA.
