S. with a marketing ideal that would forever change the way Americans looked at coffee. Although Baldwin did not share the same enthusiasm for the coffee culture that Schultz experienced, he did allow Schultz to open up a little espresso bar in one of the six existing Starbuck stores.
Schultz with his new found love for espresso coffee decided to break away from Starbucks and open up his own espresso cafe known as "II Giomale"". Within a few years after opening "II Giomale " Schultz ideal to bring coffee culture to America proved to be fruitful. With the help of a few investors in 1987 Schultz manage to come up with 3.7 million dollars and buy Starbucks from Baldwin and Bowker. Schultz then merged the existing Starbucks with "II Giomale " and hence the new and improved Starbucks was created. Within five years after purchasing Starbucks, Schultz manage to open up another 125 stores, exceeding even the investors' expectations .With Starbucks rapidly growing Schultz decided in 1992 that Starbucks should go public and stocks for Starbucks began to sell on the stock exchange.
Schultz's love for coffee did not stop at roasting coffee beans and selling cafe latte. Starbucks later went on to sell their own tea- blends, Frappuccino ice coffee blends, caramel cider, pastries and sandwiches. In 2008 Starbucks introduce the "Skinny " line of drinks to attract the weight conscious crowd who worried about calorie content. In March of 2009 Starbucks introduce a new product called "Ready Brew " which consisted of individual packages of Starbucks Columbia and Italian brand roasted coffee in instant form and marketed the new product as Starbucks ready to go anywhere, anytime. In 2010 Starbucks began to sell beer and wine at seven locations and has applied for licenses for several other locations. In 2011 Starbucks introduce the larger cup size the "Trenta " that happens to hold a whopping 32 ounces of one's favorite Starbuck blend.
