Starbucks customers across the UK formed queues outside branches today, eager to purchase the chain's newly released and highly sought-after Bearista cup. The bear-shaped reusable cup, which went viral after launching in the US last November, finally arrived in British stores on Friday, 16 January 2026.
Frenzied Demand Meets Stock Shortages
The launch was met with immediate and intense demand, leading to many stores selling out within hours. Social media was quickly flooded with reports from disappointed fans who arrived at their local Starbucks only to find the coveted item already gone. Some stores received extremely limited stock, with one customer claiming their branch had just two cups, both purchased by staff members before the shop even opened to the public.
Starbucks promoted the launch on Instagram, stating: "The one you’ve all been waiting for. Get your paws on the Bearista cup in store today!" The post was swiftly inundated with hundreds of comments from both excited and frustrated buyers. One user lamented, "I was fifth in the queue and my Starbucks only got sent four." Another expressed surprise at the fervour, questioning, "Grown adults actually queued at midnight for these?"
The Sticker Shock and Instant Resale Market
However, the primary point of contention for many was not the limited availability, but the price. The cup retails for £27.95 in UK stores, a figure that left numerous customers reeling. On the NewFoodsUK Instagram page, one shopper voiced a common complaint, highlighting the immediate secondary market that has emerged.
They wrote, "£27.95 in store and just seen some on eBay for £89…. WTF?!?!" A quick search on the auction site confirms the rapid inflation, with brand-new Bearista cups listed for prices ranging from £78 to £146. While some used cups are available for between £15 and £20, the listings for new items suggest a thriving resale market where profiteers are capitalising on the high demand and low initial supply.
Customer Reaction: Delight Mixed With Dismay
Reaction among consumers has been sharply divided. Those who successfully secured a cup often expressed joy. One happy fan posted, "I got mine this morning and I’m very happy! It’s so big too!"
Yet, for many, the cost has proven to be a significant barrier. Another social media user summed up the prevailing scepticism, commenting, "He’s cute, but £27.95 for a cup is ridiculous!" Others pointed out the impracticality of the early queues, with one person stating, "It’s not cute enough for me to warrant being on their doorstep at 6am."
The launch of the Bearista cup is part of Starbucks's broader merchandise strategy, which includes selling mugs, travel cups, reusable bottles, and various accessories. The company has been approached for comment regarding the pricing and the resale situation. For now, the bear-shaped cup continues to dominate online conversation, symbolising both the power of viral marketing and the consumer frustration that can accompany hyped product releases.
