Starbucks' New Blend Is Inspired by Female Empowerment
The new coffee, Siren’s Blend, is the subject of legal dispute.
Starbucks’ just introduced a new blend that’s all about female empowerment.
Siren’s Blend is a medium roast that “honors the trailblazing women of the coffee industry,” according to a press release.
Starbucks’ Siren’s Blend will be brewed in-store for two weeks after its release. For every cup sold in the U.S. until September 29 (which happens to be National Coffee Day), $0.15 will go to International Women's Coffee Alliance and Days for Girls, two organizations that support female empowerment.
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But the bright citrusy and chocolatey blend, which is officially launching on September 24,
is already embroiled in a trademark dispute with a small Alaska apparel company: Mountains & Mermaids applied last year to trademark the term “Siren’s Brew” for its products, according to the Anchorage Daily News, which often feature an image of a siren or mermaid holding a cup of coffee.
Starbucks’ signature siren logo has been featured on packaging and in stores since 1971 and was modernized in 1987, when the brand evolved into a coffeehouse.
Starbucks applied in February to trademark “Siren’s Blend.” The coffee giant’s request was rejected by the trademark office in May, however, based on a “likelihood of confusion” with Siren’s Brew, Starbucks said in an August filing.