From the most straightforward act to the most memorable moment of the day. What is your relationship with coffee?

That answer can vary, and a lot, from person to person. But one thing is for sure: most people have a memory that involves coffee and Starbucks, even if it is through an association of the brand with its category.

This is because we are talking about one of the leading players in this global market, which through its differentiated coffees and standardized experience created, has over the years become a reference in what it proposes to do: o good old coffee, in its most diverse presentations.

But what makes a company reach this level of excellence, to the point of placing itself as an essential asset in the market?

Will Castro Alves, Avenue’s chief strategist, unraveled Starbucks and introduces you to the history, evolution, business structure, and much more about this coffee company. Check out the video.