“Although we have made some inroads into the Adventist market over the last decade, we realize that the Adventist aversion to caffeine has meant that our market penetration has mostly been limited to the rebels of the denomination,” said Buzz Smiley, a Starbucks branding spokesperson. He confirmed that the “Happy Sabbath” line of decaf products will be launched exclusively in San Antonio to coincide with the opening of the world meetings of the church.
“If the new product is a hit we’ll roll it out to other Adventist population centers across the United States and Canada,” said Smiley.
Starbucks employees will be greeting each and every customer with a chipper “Happy Sabbath” greeting from Friday to Saturday sundown during the General Conference Session period (July 2 – 11). “Although Adventist attitudes toward Sabbath purchases of beverages and paninis vary, we fully expect to serve a majority Adventist crowd on these specific weekends,” said Smiley, “so we want to make sure we nail the Adventist vernacular.”