Starbucks is betting on a $2 billion drink business to win the afternoon crowd — and it's not coffee

Starbucks is aiming to capitalize on social media trends and demand from younger consumers.

Starbucks

Starbucks isn't just launching another drink. With its latest Refreshers debut, announced Monday, the coffee giant is expanding one of its fastest-growing businesses as it races to win customers long after the morning coffee rush ends.Beginning July 14, Starbucks customers will be able to order any Refresher drink blended, the latest move in the company's effort to expand what executives describe as a $2 billion beverage platform.The launch follows April's rollout of customizable Energy Refreshers, which Starbucks executives said recently exceeded expectations and helped drive new customer occasions.Refreshers, which are iced juice and tea drinks often mixed with fruit pieces, have become one of Starbucks' biggest beverage businesses since launching in 2012, helping drive traffic later in the day as the company looks to expand beyond its traditional morning coffee roots."The success of Refreshers reflects an evolution in how customers are engaging with Starbucks, with a growing preference for cold, customizable beverages alongside our core coffee offerings," Dana Pellicano, Starbucks' senior vice president of global product experience, told Business Insider.Starbucks said Refreshers are helping drive growth in afternoon visits, an area the company has increasingly focused on as it seeks new sources of traffic. It sees customization as a key reason for the platform's success.The strategy reflects a broader shift underway across the restaurant industry, as chains compete not only with each other but also with energy drinks, functional beverages, and social-media-fueled drink trends for younger consumers' attention and spending.