Starbucks returns viral bear cup

Starbucks will sell its bear shaped glass cold cup again in the United States starting November 10. The item, known as the Bearista, is part of the company’s 2026 holiday lineup. Customers who purchase a drink in the 20-ounce vessel will receive a green hat and a candy cane striped straw. The original release in December 2025 created long lines at coffee shops across the country.

The cup sold out in less than 24 hours during its first year. Starbucks did not announce the price for the new batch on Monday. The original item cost $29.95 last year. Resellers listed the glassware for hundreds of dollars on online marketplaces. The company also announced that a wider Holiday Bearista collection will arrive on November 5. That set includes plush keychains and matching drinkware.

Brian Niccol leads Starbucks as its chief executive officer. He took the job more than two years ago after working at Chipotle. His plan to revitalize the brand has produced mixed results until recently. The company reported positive growth in U.S. comparable transactions for the first time in two years during the quarter that ended in December 2025. U.S. same store sales rose 4 percent in that period. The figures exceeded analyst expectations.

Wall Street analysts view the holiday season as a test for Niccol’s strategy. Nick Setyan of Mizuho expects the merchandise to drive customer engagement. He noted that competitors like Dutch Bros also use limited time items to attract shoppers. Setyan believes consumers are shifting their spending toward products they perceive as offering value through experience rather than just low price. He cut his price target for Starbucks to $105 from $115 last week. He maintained his hold rating on the stock.

The economic environment presents challenges for discretionary spending. The average price of a gallon of unleaded gasoline was $3.06 in October 2025. Gas prices are currently around $4.28 per gallon. Inflation continues to affect household budgets at gas pumps and grocery stores. Starbucks reports its September quarter earnings on Thursday evening. The stock has risen nearly 21 percent over the past 12 months.

Starbucks shares traded above $100 per share in Wednesday morning trading. The price is about 7 percent below the 52 week high of $110.51 set in mid August. The stock outperformed the S&P 500 year to date. The broader index gained roughly 12.8 percent in 2026. A dip in shares earlier this month followed a Financial Times report that Starbucks was exploring a takeover of Chipotle. The company denied the report and the stock recovered.

Marketing expert Kian Bakhtiari attributes the success of the cup to a limited supply strategy. He said the scarcity made the product more desirable as it became harder to buy. Starbucks promoted the new collection on Instagram and TikTok. The posts received more than 100,000 combined likes. The company’s social media video used the phrase Why you so cute to engage younger audiences. Bakhtiari identifies this tactic as part of the cute economy, which targets Gen Z consumers.

Niccol said the company invests in areas that drive transactions and brand loyalty. He made these comments on the earnings call in late July. The company previously used viral promotions like the Unicorn Frappuccino at the Coachella music festival in April. Starbucks will give away reusable holiday cups on Red Cup Day, scheduled for November 17. This event follows the release of the new Bearista items in mid November.

Jim Cramer, a CNBC analyst, noted that Starbucks trades at about 32 times forward earnings. The S&P 500 trades at 19 times. Cramer’s charitable trust holds a long position in Starbucks stock. He believes the company can raise its stock price through strong operational performance without needing multiple expansion. The December quarter results will show the impact of this year’s Bearista promotion.

The new Bearista cups will be available in U.S. locations on November 10. The original design returns on December 1. The holiday collection includes accessories that match the bear theme. Starbucks aims to replicate the social media buzz from the previous year. The company’s next earnings report will provide data on customer transactions for the September quarter.