Starbucks apologises after limited-edition 'Bearista' cup shortage triggers brawl among customers, chaos

As the cups disappeared from stores, resellers began listing them online at significantly inflated prices.

Starbucks publicly apologised after chaos erupted across several outlets over its latest holiday release — a teddy bear-shaped “Bearista” cold cup that prompted long queues, shortages, and even fights among customers attempting to purchase the limited-edition item.

The collectible 600 ml glass cup, featuring a bear design with a Starbucks-green knitted beanie and a straw, was priced at $29.95 (Rs 2,654 approximately) and listed as part of the coffee chain’s 2025 festive merchandise.

The company acknowledged that demand for the product had far exceeded expectations, resulting in widespread frustration when stores ran out of stock within hours of opening.

“The excitement for our merchandise exceeded even our biggest expectations and, 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,” Starbucks said in a statement to People.

“We understand many customers were excited about the Bearista cup and apologise for the disappointment this may have caused,” the company added.

Although Starbucks did not disclose the total number of cups distributed, it confirmed that further merchandise would be released throughout the festive period, without giving details of what items might follow.

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Videos shared on social media showed customers clashing inside Starbucks stores after supplies of the cup ran out within minutes. In some cities, customers reportedly queued outside at dawn in hopes of securing one.

Many said they arrived hours before opening time only to learn that their local outlets had received just one or two cups each. A user described how, “I went to four stores — the first opened at 4:30 am I saw the barista put out two cups and, before doors even opened, they bought both. The next three stores had either one cup or none at all.”

Another customer wrote, “I got up at 4 am and drove to a location that said it would have the cup. I was first in line — they didn’t have it. I drove to four more, none of them did. If you are going to excite people over this, make sure all stores have supply.”

Fighting over some aliexpress bear cups with starbucks logo slapped on it?? Americans really have no decorum pic.twitter.com/94tT3OVmMg

— Soup man (@oralysis) November 8, 2025

@Starbucks I really like your "employee only" bear cup. pic.twitter.com/BuwrwXsJPo

— Clay (@clayalc.bsky.social) (@C1aYalC) November 6, 2025

NEW: Starbucks releases apology after fights and arguments break out at various locations over their new Glass Starbucks Bearista cup.

Starbucks fans are fuming and fighting over the company's new bear cup. One fight broke out in Houston and even made local news.

"The… pic.twitter.com/TzG5tDbK8P

— Collin Rugg (@CollinRugg) November 7, 2025

As per New York Post, a Threads user said they camped outside their local Starbucks from 1 am to ensure they would be first in line, only to be told that the store “didn’t get any bear cups” once doors opened.

The shortage led to anger online, with customers criticising Starbucks’ promotional strategy and accusing the company of understocking.

One person commented on the chain’s official Instagram page: “Not cool marketing, Starbucks, to only have one or two at each store and allow your baristas to buy them before customers. You should have had additional stock for your baristas and at least 10–20 for each store. People camped out all night and didn’t even get one.”

Another frustrated fan added, “I think I have a better chance at winning the lottery than obtaining this cute bear cup.” A third wrote, “Should’ve been one per customer, and must have the app to buy and verify you already got one so you can’t mass buy!”

Before the company issued its apology, users had flooded the comment sections of Starbucks’ promotional posts to express anger and disappointment. “I find it quite disappointing that a big company like Starbucks would release a new collection that clearly generates hype and inevitably, frustration,” one person said. “This time the disappointment has real consequences. There are plenty of alternatives out there, and many of us feel let down.”

As the cups disappeared from stores, resellers began listing them online at significantly inflated prices. Some listings on eBay appeared before the official launch date, offering the item for between $109 and $275. On Japanese e-commerce site Mercari, prices reached as high as $150, according to New York Post.

Frustrated customers also accused the chain of fuelling the resale market through its poor distribution. “Why do we hype these up and then give stores only one or two to sell?” one person wrote. “Our store literally received one bear cup.”

Another comment read: “Please don’t market something so heavily if people don’t even have the option to actually purchase it. It has the opposite effect of what you are hoping for.”

A further post added: “Send more than two cups to each store; you’re creating unnecessary excitement. Basically advertising a nonexistent product — it’s really unbelievable.”

Alongside its 2025 holiday merchandise, Starbucks rolled out its seasonal drinks menu featuring customer favourites such as the Peppermint Mocha, Caramel Brulee Latte, Iced Sugar Cookie Latte, Iced Sugar Cookie Breve, and Iced Gingerbread Chai.

Despite criticism of its handling of the Bearista launch, the company maintained that it would continue to offer “more exciting merchandise” in the coming weeks, according to New York Post.