Starbucks Brings Back Bearista Cup in Bid to Repeat Holiday Hit

Starbucks is betting that lightning can strike twice. The company is bringing back its viral Bearista glass cold cup as part of its 2026 holiday lineup, hoping to repeat the social media frenzy that surrounded the product last December.

The 20-ounce, bear-shaped cup, topped with a green hat and a green-and-white candy cane-striped straw, drew long lines at coffeehouses across the country last year. Supply was very limited, and the cups sold out in less than a day. Versions resold online have fetched hundreds of dollars.

This year's rollout comes in stages. A holiday Bearista collection, featuring themed drinkware, plush keychains and matching accessories, arrives Nov. 5. A new set of mystery Bearista glass cold cups reaches U.S. locations Nov. 10, and the original Bearista returns Dec. 1. Starbucks has not announced new pricing. The original cost $29.95 last year. Red Cup Day, when customers who order handcrafted holiday drinks receive a free reusable holiday cup, is set for Nov. 17. Starbucks' Instagram and TikTok posts about the rollout have already drawn more than 100,000 combined likes.

The promotion matters because of where the company stands. Preceded by a strong Red Cup Day, the Bearista helped Starbucks post positive U.S. comparable transactions for the first time in two years in its fiscal 2026 first quarter, which ended in December 2025. U.S. same-store sales rose 4%, well above expectations. The results were a milestone for CEO Brian Niccol, who joined a little over two years ago after a turnaround at Chipotle. His Back to Starbucks plan was slower to start than expected, but it has gained traction, with strong results in the March and June quarters as well.

Mizuho analyst Nick Setyan expects another strong season. "Merchandise seems to be all the rage across the restaurant industry," he said, noting that rivals such as Dutch Bros have also leaned on merchandise and sticker drops. Setyan said social media has amplified the appeal of limited-edition items among younger consumers, especially Gen Z, and that Starbucks has gained expertise in reaching that audience.

Marketing and culture expert Kian Bakhtiari, founder of the consultancy The People, points to what he calls the "cute economy," a growing appetite for cute collectibles. He said Starbucks boosted demand by limiting supply: "It became more popular as it became harder to get."

The economic backdrop is tougher than a year ago. AAA data show a gallon of unleaded gasoline averaged around $3.06 last October, compared with about $4.28 now. Setyan said he is not especially worried about inflation, arguing that consumers favor what they perceive as value, which is not only a matter of price. "If they believe the experience is worth it, they're willing to spend," he said. Even so, he cut his price target on Starbucks to $105 from $115 last week, citing lower valuations among restaurant peers and a slightly reduced fiscal 2027 profit forecast. He kept a hold rating.

Starbucks shares are up nearly 21% over the past 12 months and remain above $100, about 7% below the 52-week high of $110.51 set in mid-August. The stock dipped earlier this month after the Financial Times reported Starbucks was exploring a takeover of Chipotle. Starbucks denied the report, and shares recovered.

Investors will get an update Thursday evening, when Starbucks reports its September quarter, its fiscal 2026 fourth quarter. A first look at fiscal 2027 is expected on the follow-up call. The effect of this year's Bearista promotion will not be visible until the December quarter results arrive in the new year.