![](https://www.marketplace.org/wp-content/uploads/2016/12/19452741770_8dea30c749_b.jpg?w=720)
Get ready for a higher-end cup of coffee
![](https://www.marketplace.org/wp-content/uploads/2016/12/19452741770_8dea30c749_b.jpg?w=720)
Starbucks CEO Howard Schultz is stepping out of daily operations at the coffee company to focus on the rollout of a new premium coffee brand, Starbucks Reserve. Schultz compared the effort to Ralph Lauren’s launch of his high-end Purple label. But how has that brand done? And what lessons does Ralph Lauren have for Howard Schultz?
Click the above audio player to hear the full story.
There’s a lot happening in the world. Through it all, Marketplace is here for you.
You rely on Marketplace to break down the world’s events and tell you how it affects you in a fact-based, approachable way. We rely on your financial support to keep making that possible.
Your donation today powers the independent journalism that you rely on. For just $5/month, you can help sustain Marketplace so we can keep reporting on the things that matter to you.