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When Starbucks first opened they had traditional sizing of small, medium and large choices of beverage.  After raising prices for several years, the company looked to changing out the cups size as a way of raising prices and getting consumer to buy more, even though they may not want it. 

It appears that Starbucks is testing a new size in the Phoenix market: Trenta.

The old Starbucks…       

Small = 8 fl oz
Medium = 12 fl oz
Large = 16 fl oz

Today’s Starbucks…

Short = 8 fl oz (you have to ask for this and in many cases the store does not have it)
Tall = 12 fl oz
Grande = 16 fl oz
Venti = 20 fl oz

The word venti stands for 20 in Italian. 

Tomorrow’s Starbucks…

Tall = 12 fl oz
Grande = 16 fl oz
Venti = 20 fl oz 

Trenta = 30 fl oz

According to Wikipedia - Trenta is a town and comune of 2,616 inhabitants in the province of Cosenza in the Calabria region of southern Italy.  Trenta is situated high in the Crati Valley. The town's ancient name, Triginta, derives from the Latin number triginta or thirty.

SBUX - RAISING PRICES WITHOUT RAISING PRICES - sbux