Coffee Bean's New 'Mixers' Target Singapore's Sober Curious Culture

SINGAPORE – May 21, 2026 – The Coffee Bean & Tea Leaf Singapore today unveiled a new line of beverages called “Mixers,” a strategic move to capture the city-state’s evolving café culture and the rapidly growing “sober curious” movement. The new platform features visually striking, non-alcoholic cold-brew teas designed explicitly for social sharing and experience-driven consumption.

The launch introduces two initial creations: a Mango Mint Cold Brew Tea with Jelly and a Strawberry Swedish Berries Cold Brew Tea with Strawberry Jelly. Served in tall, transparent cups to showcase their vibrant, layered gradients, the drinks are engineered to be as aesthetically pleasing as they are refreshing, aiming to stand out both in-store and on social media feeds.

Tapping into the 'Sober Curious' Wave

The introduction of Mixers is a direct response to a significant shift in consumer behavior, particularly among younger Singaporeans. The “sober curious” trend, where individuals consciously moderate or abstain from alcohol, is no longer a niche phenomenon. Market data reveals a powerful pivot towards healthier and more mindful consumption habits. Projections indicate that by 2027, a remarkable 60% of drinkers in Singapore will practice “zebra striping”—alternating between alcoholic and non-alcoholic drinks—a sharp rise from 43% in 2024. This trend is coupled with a forecasted decline in per-capita alcohol consumption.

This cultural shift has fueled explosive growth in the non-alcoholic beverage market, which is expected to expand at a compound annual growth rate of 7% in Singapore through 2032. Consumers are actively seeking sophisticated alternatives that offer complex flavors and a sense of occasion without the alcohol. The Coffee Bean & Tea Leaf is positioning Mixers to fill this exact gap, offering an elevated beverage experience that aligns with modern wellness values. The trend is further exemplified by the rise of “coffee clubbing” among Gen Z, where daytime social events are powered by caffeine and community, underscoring the café’s expanding role as a primary social hub for a generation less centered around alcohol.

A New Battleground for Singapore's Cafés

While The Coffee Bean & Tea Leaf is making a bold statement with its dedicated Mixers platform, it enters a highly competitive and innovative landscape. Singapore's F&B scene is already brimming with visually-driven, non-alcoholic concoctions designed to capture the attention of a social media-savvy audience. The viral success of beverages like the Strawberry Matcha Latte, now a staple at trendy local cafés such as Spring Coffee and IchiGo AGE, highlights the existing demand for colorful, multi-layered drinks.

Competitors, from global chains to independent coffee houses, have been quick to innovate. Starbucks has experimented with creative fusions, while local favorites like Hellu Coffee and Acoustics Coffee Bar have gained followings for unique offerings like the Iced White Creamu and Lychee Nojito. Even high-end bars across the city, from Jigger and Pony to ATLAS, have invested heavily in sophisticated zero-proof cocktail menus that mimic the craft and complexity of their alcoholic counterparts. In this environment, visual appeal is not just a bonus; it's a prerequisite for relevance. The Mixers line, with its emphasis on bold gradients and evolving layers, is the brand’s strategic play to not only participate in this trend but to establish a distinct and memorable presence within it.

The Jollibee Effect: A Global Strategy Plays Out Locally

The launch of Mixers is more than a local menu update; it reflects the broader strategic vision of its parent company, the Jollibee Group (JFC). The Philippine-based fast-food giant acquired The Coffee Bean & Tea Leaf in 2019 for $350 million, its largest-ever acquisition, with the clear goal of becoming a dominant force in the global coffee and tea market. The move was intended to add significant scale to JFC’s global sales and store network, pushing it closer to its ambition of becoming one of the world's top five restaurant companies.

JFC has since pursued an aggressive expansion of its beverage portfolio, which includes Vietnam's Highlands Coffee, Taiwan's Milksha, and a recent majority stake in South Korea's value-driven Compose Coffee. This diversification strategy is focused on capturing high-growth opportunities across the Asia-Pacific region. The Mixers launch in Singapore, a key and trend-setting market, aligns perfectly with this global playbook. It showcases a commitment to product innovation and brand revitalization, leveraging The Coffee Bean & Tea Leaf’s legacy as the creator of The Original Ice Blended® to maintain relevance with a new generation of consumers. By tailoring products to specific market trends like sober curiosity, JFC is ensuring its brands adapt and thrive.

Designing the Drinkable Experience

The core of the Mixers platform lies in its emphasis on the complete sensory experience. The company is betting that in today's café culture, the mood and the moment are as important as the beverage itself. The drinks are designed to be interactive, with flavors and colors that shift and blend as they are stirred and sipped, creating a dynamic and personal experience for each customer.

This philosophy was articulated by Chien Chien, Lin, Managing Director & VP Finance (APAC) for The Coffee Bean & Tea Leaf Singapore. "Today's café culture is about connection, mood and experience as much as it is about the beverage itself," she stated. "Consumers today are looking for moments that feel personal, expressive and shareable, and Mixers was created for exactly that - refreshing drinks that fit naturally into the social and lifestyle moments shaping urban culture today."

By focusing on these shareable moments, the brand aims to transform a simple beverage purchase into a memorable social event. The new Mixers line is now available across all participating outlets in Singapore, offering customers a new way to connect, recharge, and capture the perfect shot for their social feeds.