Following tests that apparently blew away even already high expectations, Starbucks and Jim Beam Brands formally launched their new coffee liqueur.
The product, made by the unit of Fortune Brands and carrying the Starbucks moniker, is a dagger aimed straight at the heart of market leader Kahlua. Kahlua has dominated the category for decades and currently enjoys a better than 80% share by dollars, more than 70% by volume.