McDonald’s is turning up the fizz this fall with a test that’s anything but ordinary. Inspired by its experimental CosMc’s concept, the chain is diving headfirst into the specialty drink craze—serving up new craft sodas, energy drinks, iced coffees, and fruit-packed refreshers at more than 500 U.S. locations, aiming to win over a new wave of beverage-savvy consumers.
McDonald’s to Test Bold New Beverage Lineup This September
McDonald’s is gearing up to launch a limited-time beverage test at more than 500 restaurants beginning September 2, bringing a new lineup of specialty drinks to select U.S. markets. Drawing inspiration from its short-lived beverage spinoff, CosMc’s, the fast-food giant plans to serve iced coffees, fruit-forward refreshers, craft sodas, and energy drinks.
While the company has kept most details under wraps, it confirmed that the test will take place primarily in Colorado, Wisconsin, and nearby regions. Among the drinks set to debut are the Creamy Vanilla Cold Brew, Toasted Vanilla Frappé, Strawberry Watermelon Refresher, Sprite Lunar Splash, and Popping Tropic Refresher. McDonald’s also hinted that more items may be included in the test.
This regional rollout marks a strategic move to expand McDonald’s drink menu and attract customers at different times of the day—such as mid-morning or late afternoon —beyond the usual breakfast, lunch, and dinner rush. The company says feedback from franchisees and crew will help fine-tune the broader rollout, from equipment needs to overall execution.
View this post on Instagram
Why McDonald’s Is Ramping Up Its Drink Game
McDonald’s is making a significant play in the beverage market, and it’s no accident. The fast-food giant is strategically expanding its drink offerings, a move deeply rooted in consumer demand and inspired by insights from its recent CosMc’s concept. This proactive step aims to capture a larger share of the evolving cold beverage trend, especially among younger demographics.
According to Alyssa Buetikofer, Chief Marketing and Customer Experience Officer for McDonald’s U.S., the company’s upcoming September drink test is built on insights from CosMc’s, the brand’s experimental beverage-focused spinoff that launched in late 2023.
“This beverage test is rooted in what our U.S. customers have told us they want — bold, craveable flavors and exciting new drink experiences,” she said in a statement. “These new drinks were developed specifically for the U.S. market, drawing on learnings from CosMc’s and tailored to meet the evolving tastes of our fans, especially younger consumers. It’s a strategic opportunity to explore menu innovation within the beverage space, while testing how we deliver these experiences operationally. As always, feedback from our customers, field teams, and owner/operators will be essential as we shape the future of beverages at McDonald’s U.S.”
Buetikofer also pointed to shifting consumer behavior, particularly among younger guests, as a key driver behind the initiative.
“We’re seeing real momentum in beverages, with more people — especially our Gen Z fans — turning to cold, flavorful drinks as a go-to treat,” she said. “It’s a great opportunity for us to meet our U.S. customers’ evolving tastes and show up in new moments, like afternoon refreshment or snack breaks.”
McDonald’s executives have been telegraphing this move for some time. During the company’s May quarterly earnings call, CEO Chris Kempczinski acknowledged the chain’s untapped potential in the beverage space. McDonald’s currently holds roughly 10% of the coffee market share in the U.S., but Kempczinski believes there’s plenty of room to grow in other categories, including energy drinks.
“We think we can be doing better,” he said.
To support this ambition, McDonald’s announced the formation of global category management teams earlier this year, including one focused solely on beverages and desserts.
Charlie Newberger, McDonald’s beverage category lead, emphasized that the U.S. test is just one piece of a much larger puzzle.
“We’re not just adding drinks to the menu — we’re advancing our global beverage platform that fits naturally with how people already enjoy McDonald’s,” he said. “We’ve got the structure, the tools, and the team to move fast and scale what works. This first test in the U.S. market is a big step in our global direction.”
This aggressive move into specialized beverages comes at a time when drink-focused chains like Dutch Bros and Swig are significantly outperforming the wider foodservice industry. Furthermore, as many chains grapple with declining customer traffic, innovation in snacks and drinks has become a crucial strategy to boost sales from existing customers. McDonald’s new beverage initiative positions them to capitalize on these market dynamics, offering exciting new reasons for customers to visit.
Source: Nation’s Restaurant News