Starbucks and Marriott Bonvoy launch Myles Smith promotion at Reserve Roastery

Starbucks is turning its New York Reserve Roastery into a one-night-only stage for British singer-songwriter Myles Smith, using Marriott Bonvoy and a new Blue Coconut drink to push the store beyond coffee service and deeper into experience retail. The promotion opened June 23 with a sweepstakes, and the performance is set for August 14 at Starbucks Reserve Roastery New York in the Meatpacking District.

For the people working the floor, the signal is clear: this is not just a celebrity appearance, but a brand activation built to change the flow of the store. Starbucks said the event will feature a secret menu drink inspired by Smith, the Blue Coconut Shaken Espresso, which is available in the app from June 23 to July 19 and can also be ordered in decaf. That means more customer questions at the register, more explanation at handoff, and more pressure to keep the story consistent as guests ask about the drink, the show and how the promotion works.

The access strategy runs through loyalty. Marriott Bonvoy Moments lists the event as a 1-point drop in New York City, with 100 packages available and 8 packages available for auction. Starbucks said linked Starbucks Rewards and Marriott Bonvoy accounts let members earn more points, Stars and experiences, and that framing fits a store model in which Reserve locations are supposed to feel more like destinations than ordinary cafes. Starbucks describes the New York Roastery, which opened in December 2018, as both a workshop and a stage.

The sweepstakes for Myles Smith adds another layer of reach. No purchase is necessary, the promotion is open to residents of all 50 U.S. states and Washington, D.C., and entrants must be 21 or older. The entry window ends July 14, 2026, giving Starbucks nearly a month to drive attention toward the artist, the drink and the Reserve brand before the August performance.

The Blue Coconut campaign also folds in a cause-marketing piece that can shape how customers talk about the drink line in stores. Starbucks said 25 cents from each Blue Coconut beverage purchase will go to Water.org’s Get Blue initiative, up to a maximum of $975,000, supporting efforts to provide clean water or sanitation access for as many as 195,000 people. For partners on the floor, the larger message is that Starbucks wants Reserve, loyalty and limited-time beverage storytelling to work together as one premium service culture, with the Roastery at the center.