Starbucks Tries Something New

If you were to hear the name Starbucks, what would you think of? Various types of coffee and pastry perhaps, but what about wine and beer? I read a recent article in the Los Angeles Times that writes about the well-known chain Starbucks introducing alcohol to their menu. 

The issue I have with this is that what Starbucks is introducing as a new product is completely outside their target market. Traditionally, I see Starbucks as more of a breakfast on-the-go establishment like a Dunkin Donuts. Their target market mainly consists of those looking for an early morning pick me up.  Instead, they are attempting to enter a market where the players are already well-established. In my opinion this is a bold move. Starbucks intends to first introduce this at a few of their establishments as a test. Then they will expand the new product if there is success. But I wonder, what would prompt a business to extend their product line so far outside their typical target market?