Starbucks, Alaska Airlines Launch 'Espresso Lane': Priority Boarding For Starbucks Holiday Cup Holders

The promotion of Starbucks holiday cups has been taken up by Alaska Airlines with the offer of Espresso lane and priority boarding to customers holding Starbucks cups.

Accordingly, passengers holding Starbucks' holiday-themed coffee cups will stand in an Espresso lane and will be accorded an early boarding.

Alaska promotions starting Thursday will end on Sunday. For Starbucks, the promotion by Alaska Airlines expands the excitement around the reusable holiday cups it released on Wednesday.

According to Alaska Airlines, the promotion will not be confined to the gate as passengers will also get Starbucks treats on their seats as well. But conditions apply.

Under the Alaska Airlines check-in plan, although anyone holding the Starbucks cup can board early, they will be in the fifth boarding group as the top priority will go to first-class passengers and elite members of the frequent-flyer program.

However, Starbucks locations in San Francisco, Atlanta, and Minneapolis airports will not be using holiday cups because they will be testing special compostable cups. For customers in those locations, the airline will encourage holiday cup sleeves from Starbucks.

Starbucks Christmas offerings

Meanwhile, in an update of the Starbucks menu for the Christmas season, the coffee chain said on Wednesday its holiday drinks, foods and it's signature red and green cups will appear in stores from Thursday.

On using seasonal offerings way to create buzz, and to excite fans chief operating officer Roz Brewer told CNN Business: “Customers have let us know that tradition is important to them.”

This year Starbucks will sell five specialty holiday drinks including the peppermint mocha in addition to the Christmas coffee Blend. Others include toasted White chocolate mocha, Chestnut praline Latte, Caramel Brulee Latte, and Eggnog latte.

The Christmasy cups of this year will have a pronounced holiday theme reflected in the red and green designs with the phrase “Merry Coffee” christened across the surface.

For developing the cups, Starbucks' designers took cues from Christmas movies, songs, and concepts of the Christmas tree.

Earlier, Starbucks CEO Kevin Johnson in an analyst call said it was “very encouraged” by the reception of the Pumpkin Cream Cold Brew this summer and hoped seasonal offerings during the holiday season will be successful.

Starbucks Pink Drink is also in high demand as a refreshing beverage featuring the sweet flavors of Strawberry Acai Refreshers.

Meanwhile, Dunkin's peppermint mocha returned to stores on Wednesday while McRib sandwich made a comeback in Mc Donald’s menu in October. The Starbucks stock was up 1.34 percent in the last trading session of November 6.