Starbucks’ CEO Howard Schultz has announced that the coffee giant will step foot in the metaverse before the end of the year.

For Schultz, the Starbucks brand extends way beyond the remit of hot beverages. The American businessman believes that with its years of international tradition and history, Starbucks has the right tools and collections to smoothly move into the ever emergent Web3 ecosystem.

For now, this limited insight is all we have to work with, although the the company’s plan to initiate action before the end of the calendar year was something Schultz stressed multiple times in the announcement.

By taking the plunge into Web3, the brand will become one of the first major drinks-come-pop-culture heavy hitters to set foot in the space. With its financial backing, we can predict that their content opportunities will be Grande.