Summer’s sweltering heat often means iced coffee, blended espresso drinks, and retailers ready to attract customers by any chilly means possible.

You wouldn’t know it by the weather here in the Northeast, but summer is upon us. That means warmer weather that often prompt us coffee lovers to reach for something cooler like an iced mocha or frappe-whatever you call it’s.

But coffee retailers are already ahead of the game. They know that keeping customers cool is important business in the summer months. Preparing to roll out specials and new drinks that will attract both coffee die-hards and those who only occasionally sip these milkshake-like concoctions is a process that starts when the days are still frosty and cold.

“We typically start brainstorming about six months in advance,” Martin Walker, vice president of marketing and merchandising for Tully’s told The Seattle Post on Tuesday. “It was December, and a snowstorm was going on and we were tasting cookies and cream milkshakes for a promotion that’s going to go on in March. It’s like: ‘Why are we drinking milkshakes, guys? It’s snowing outside.’ It’s ridiculous.”

Out of those brainstorming sessions, Tully’s is currently debuting its blueberry Bellacinno, a creamy, warm-weather treat that features fresh, crushed blueberries. It’s one of Tully’s most popular promotions, but the flavor is no coincidence. Marketing experts say customers look for lighter, more refreshing flavors in the summer months than they’d typically reach for the rest of the year.

“A lot of the products that compete with ice drinks in the summer don’t compete in the winter,” said Mary Ann Odegaard, director of the retail management program at University of Washington’s Foster School of Business. “They need to find ways to attract people to their drinks beyond just making a nice latte or a nice coffee or a nice americano.”

Starbucks steps in with a deal

Never to be out done when there’s money to be made, Starbucks is also trotting out some summer beverages. This time, at a reduced price meant to get customers in — or maybe that’s back in — their doors.

While Christmas may be Starbucks’ biggest season for sales, which can almost be measured by all those ubiquitous red cups, the company welcomed summer early by introducing its “Welcome to Summer” promotion on May 5th. The campaign features a grande (that’s Starbucks speak for Medium) iced coffee for $1.95 and free refills on that iced coffee when you purchase it with a Starbucks card.

Inside your $1.95 iced coffee, you’ll find Starbucks’ new Terraza Blend, a coffee created especially to be enjoyed cold. “Refreshing and smooth,” read the email promotion I received for this deal, “it’s served lightly sweetened and tastes great with or without milk.” Yum.

What do you think? Do the summer months make you crave something cooler and lighter or do you stick with your hot coffee or espresso no matter what the temperature is?

I guess I’m a purist because I prefer my coffee hot and fresh. I can remember laughing at my parents for sipping hot coffee at picnics in the sweltering 90-degree heat when I was a kid. Now I’d probably ask them for a cup.

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