Starbucks looking to convert Macon store to offer beer, wine

Starbucks is considering converting its store on Forsyth Road in Macon to the Starbucks Evenings concept, serving wine, beer and small plates.

This would be the second Starbucks Evenings in Middle Georgia. The store at 2729 Watson Blvd. in Warner Robins is the first one.

Coffee House Holdings Inc., a subsidiary of Seattle-based Starbucks Corp., filed a legal notice that it intends to apply for a beer and wine license on or after July 30 for the store at 4640 Forsyth Road.

"Just as each customer is unique, so are our stores and we consider a broad range of products and experiences for each neighborhood," according to an email from the company's media relations office. "And, as you've seen, we're in the very early stages of considering our Forsyth Road store in Macon for the Evenings menu. It's a long and thoughtful process, and the permit filing is just one of many steps we take."

The Starbucks Evenings concept began in 2010, and the menu varies depending on the region, according to a report on the company's website. "The Evenings wine and craft beer assortment is a reflection of the tastes in a variety of regions across the U.S. ... This results in a combination of local and regional favorites that rotate over time."

According to research done for the company, 70 percent of Starbucks customers drink wine, compared to 30 percent of the general U.S. population. So providing an evening menu, after coffee in the morning, gives customers "a place to start and end their day," the company report said.

To contact reporter Linda S. Morris, call 744-4223, or follow her on Twitter@MidGaBiz.

This story was originally published March 23, 2016 at 6:53 PM with the headline "Starbucks looking to convert Macon store to offer beer, wine ."