This new Starbucks beverage is going viral — and it's all part of the coffee giant's strategy
(Instagram user offthemenu)
Starbucks' new 'purple drink' is taking over Instagram — and it's great news for the coffee giant.
The beverage, made with passion iced tea, soy milk, vanilla syrup, and blackberries, has become a social media success without ever making Starbucks' official menu.
Photos of the pastel, purple beverage are racking up hundred of likes on Instagram.
The purple drink follows in the footsteps of its secret menu sister, the pink drink, made with a mix of strawberry açaí refresher and coconut milk.
There's a divide emerging between pink and purple drink fans, with Instagram user SorryNoSalad writing "If you're still ordering that #pinkdrink... you're doing it wrong."
A photo posted by Jeff | #sorrynosalad (@sorrynosalad) on Jun 20, 2016 at 8:48pm PDT on Jun 20, 2016 at 8:48pm PDT
However, the two drinks are more similar than different.
A photo posted by Ciera Chang (@worldwidestylista) on Jun 22, 2016 at 6:05pm PDT on Jun 22, 2016 at 6:05pm PDT
Both drinks have been making waves, not necessarily for their flavors (though fans say they're refreshing and delicious), but instead due to their pastel, aesthetically-pleasing appearances.
A photo posted by Kyla | fashion influencer (@styleurday) on Jun 21, 2016 at 7:57pm PDT on Jun 21, 2016 at 7:57pm PDT
The power of a pretty drink is, at first, somewhat discouraging.
A photo posted by We are #OCfoodFiend (@ocfoodfiend) on Jun 21, 2016 at 6:40pm PDT on Jun 21, 2016 at 6:40pm PDT
Why does appearance trump taste? Who cares how gorgeous a drink is if it isn't delicious? What happened to not judging a Starbucks beverage by its cover?
A photo posted by Kat • Bay Area Foodie🍴 (@kat.eats) on Jun 20, 2016 at 9:40pm PDT on Jun 20, 2016 at 9:40pm PDT
However, a little digging into Starbucks' menu reveals the rise of the Instagram-friendly beverage goes far beyond purple and pink drinks.
A photo posted by Starbucks Coffee ☕ (@starbucks) on Jun 8, 2016 at 4:18pm PDT on Jun 8, 2016 at 4:18pm PDT
Even when it comes to more gourmet beverages, aesthetics are increasingly important in how Starbucks structures its menu.
A video posted by Starbucks News ☕️ (@starbucksnewsroom) on Jun 1, 2016 at 4:31pm PDT on Jun 1, 2016 at 4:31pm PDT
With drinks such as the Nitro Cold Brew and Vanilla Sweet Cream Cold Brew, Starbucks has taken care to debut beverages that don't simply past coffee snobs' taste test, but also customers' Instagram test.
Coffee porn #vanillasweetcreamcoldbrew
A video posted by Payton🌚 (@lame_trash_can) on Jun 1, 2016 at 2:35pm PDT on Jun 1, 2016 at 2:35pm PDT
"We wanted it to be an experiential beverage," Starbucks' coffee education specialist Mackenzie Karr told Business Insider about the Nitro Cold Brew's appearance. "We wanted to highlight that our baristas are hand crafting this beverage in our stores every day."
Tastes as good as it swirls. #VanillaSweetCreamColdBrew #ColdBrew #☕️❤️
A photo posted by Starbucks Coffee ☕ (@starbucks) on May 31, 2016 at 7:47am PDT on May 31, 2016 at 7:47am PDT
Starbucks is the No. 1 fast-food chain on Instagram. Customers provide the chain with an incredible amount of free advertising when they post photos of their beverages.
A photo posted by CHIIEE❤️TOTO (@chiieelovestoto) on Jun 22, 2016 at 4:07pm PDT on Jun 22, 2016 at 4:07pm PDT
The purple drink may not be on Starbucks' official menu, but make no mistake — the success of the beverage is no mistake for the chain. It's just another step in the coffee giant's incredibly successful Instagram strategy.
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