While Starbucks (SBUX) has had its fair share of controversial and made-for-Instagram drinks, nothing made a stir quite like the Oleato. Despite the fact that putting a dash of olive oil in one’s coffee is common in certain cultures and supported by the occasional nutritionist, the coffee giant’s February 2022 decision to launch a line of olive oil-infused products caused the kind of social media frenzy many smaller chains would kill for.
Even though repulsion was initially the most common reaction, the concept was so unusual that even its fiercest critics could not help but help the Oleato (Italian for “oiled”) drinks go viral.
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“The result is velvety smooth, delicately sweet and lush coffee that uplifts each cup with an extraordinary new flavor and texture,” Starbucks said of the combination of arabica coffee and cold-pressed Partanna olive oil at the time of launch.
The Oleato Line May Soon Be Available Near You
The key caveat was that the line of products (a latte, a shaken espresso, and a cold brew) was only available in Italy and some California locations -- the former country was strategically chosen given Starbucks’ longstanding difficulties winning over a country known for its strong coffee culture. (After years of struggling, it did so by branding its drinks as a way in on American culture.)
While Starbucks has hinted at expanding its Oleato line to more countries later in the spring, it has now committed to bringing it to serving it in Roastery Reserve locations in New York, Chicago, and Seattle from March 23.
As of March 27, the Oleato drinks will also be available at 550 regular Starbucks stores across Seattle and Los Angeles.
Visitors will be able to buy an olive oil-infused latte, cold brew, and shaken espresso while Reserve locations will also have Oleato as a cortado, espresso martini, and flight-tasting experience. Roastery locations will also have small bottles of Partanna extra-virgin olive oil for superfans to buy alongside their drink.
This Is Why The Oleato Is Causing Such A Stir
Starbucks had earlier said that it also plans to bring Oleato drinks to Japan, the Middle East, and the United Kingdom later in the spring but has only committed to an American expansion thus far.
“Today I feel just as inspired as I did 40 years ago, Oleato has opened our eyes to fresh new possibilities and a transformational way to enjoy our daily coffee,” outgoing Starbucks CEO Howard Schultz said when the Oleato line first dropped.
Even though the idea of putting a drop of olive oil in one’s coffee started out on the Italian island of Sicily, the idea was largely unheard of in the rest of the country — and was met with curiosity both in Italy and the U.S.
“Did we need coffee with extra virgin olive oil and syrups?” a prominent Italian food magazine editor wrote of its appearance in her country. “Maybe yes, maybe no.”
While most American critics reacted at the idea with skepticism and disgust, the Oleato line quickly became viral and brought with it a social media trend in which some try to recreate the concept at home. On TikTok, there are now over 2.6 million views of videos posted under the “Oleato” hashtag.
