Starbucks courting millennials with upscale 'Reserve' brand stores

New York

STARBUCKS Corp co-founder Howard Schultz's plan to build a new prestige brand is a bet that moving upscale can raise the profile of the world's largest coffee brand with millennials like Megan Sauers.

In April, Mr Schultz will step down as chief executive to focus on building 1,000 new "Reserve" brand stores. Over time there will also be as many as 30 large, showcase Reserve Roastery and Tasting Rooms in major cities around the world.