Starbucks Gives Fans Another Chance at the Viral Bearista Cup
In a move that has both delighted and frustrated coffee enthusiasts across the nation, Starbucks announced another opportunity for customers to get their hands on the wildly popular Bearista cup. The coffee giant made the announcement through a cryptic Instagram post on December 7, simply stating, “Your chance is in the Starbucks app. Tomorrow, 12/8,” accompanied by a video that offered little additional information. This tease came after the initial release of the cup in November caused shopping frenzies and even physical altercations among eager customers. The 20-ounce glass cold cup, shaped like a teddy bear wearing a Starbucks green knitted beanie and priced at $29.95, had become something of a cultural phenomenon, with demand far outstripping supply during its first release.
The morning of December 8 arrived with a flurry of activity as fans rushed to check their Starbucks apps, only to be met with confusion and technical difficulties. As of 9:30 a.m. ET, no information about the Bearista cup promotion was visible in the app, leading to a wave of frustrated comments on social media. “Has anyone checked the app cause I don’t see nothing yet,” lamented one customer with a crying emoji, while another bluntly stated, “FIX YOUR APP!!!!! IT IS NOT WORKING.” The lack of clear information about how or when customers could actually purchase or win the cup only added to the chaos, with many speculating that overwhelming demand had crashed Starbucks’ servers. Some dedicated fans even visited physical stores early in the morning, reporting that baristas seemed equally in the dark about the promotion.
According to Newsweek, the plan involved making 17,000 Bearista cups available through the Starbucks Rewards instant-win promotion, with customers limited to winning one cup per person. This appeared to be connected to the Starbucks for Life Merrython game, which was scheduled to launch for Rewards Members on December 8. However, like the Bearista cup information, the game itself was nowhere to be found on the app during the early hours of the promotion, leaving customers refreshing their screens and growing increasingly frustrated. The mystery surrounding the exact mechanics of the giveaway exemplifies the power of scarcity marketing but also highlights the risks when execution falls short of consumer expectations.
The Bearista cup saga began on November 6, when Starbucks released its 2025 holiday menu and merchandise collection. The adorable bear-shaped vessel immediately captured the public’s imagination, becoming the standout item of the seasonal lineup. However, what should have been a festive product launch quickly turned chaotic as stores sold out within hours—sometimes minutes—of opening. Social media filled with videos of long lines and disappointed customers, while resellers quickly listed the cups on platforms like eBay for several times their retail price. The situation escalated to concerning levels in some locations, with a particularly notable incident in Houston making headlines when customers physically fought over the limited merchandise, transforming a coffee shop promotion into a Black Friday-esque scene.
The shortages during the initial release forced Starbucks to issue a public apology, with a spokesperson telling The Post, “The excitement for our merchandise exceeded even our biggest expectations. Despite shipping more Bearista cups to coffeehouses than almost any other merchandise item this holiday season, the Bearista cup and some other items sold out fast.” The representative added, “We understand many customers were excited about the Bearista cup and apologize for the disappointment this may have caused.” This acknowledgment of the supply issues set the stage for the December 8 “second chance” promotion, which many loyal customers viewed as the company’s attempt to make amends for the initial chaotic release and give more people an opportunity to purchase the coveted item.
The Bearista cup phenomenon illustrates how limited-edition merchandise has become a significant part of Starbucks’ business strategy, creating buzz and driving traffic to stores beyond just coffee sales. The frenzy around these collectible items reflects broader consumer trends toward experiential retail and the powerful allure of exclusivity in marketing. While the company benefits from the attention and excitement generated by these limited releases, the Bearista cup situation also demonstrates the delicate balance between creating desirable scarcity and frustrating loyal customers. As Starbucks continues to navigate this second release, the coffee giant is learning valuable lessons about supply chain management, communication clarity, and the double-edged sword of viral product launches in today’s social media-driven marketplace. For customers, the quest for the Bearista cup has become more than just acquiring a drinking vessel—it’s about participating in a cultural moment and securing a piece of memorabilia that represents the intersection of brand loyalty, collectible culture, and holiday tradition.
