Starbucks' new $450 gift card

The limited-edition Metal Card is so exclusive, it won't be sold at Starbucks stores.

By Karen Datko Dec 5, 2012 7:18PM

A Starbucks Corp., sign is displayed outside a coffee shop in London, U.K. / Chris Ratcliffe/Bloomberg via Getty ImagesStarbucks has produced the coffee gift card equivalent of the renowned Centurion credit card (better known as the Black Card).

 

The new $450 Starbucks gift card, called the Metal Card, is good for only $400 worth of Starbucks goods because the card itself costs $50 to make. Consider it the Taj Mahal of gift cards, except it's stainless steel.

 

"This is a card for the 1%," cultural anthropologist Robbie Blinkoff told USA Today. "It's all about status, and to tell you the truth, I don't know if I'd want to be seen with one of these."

 

Chances are good that you won't get one of them, either. The newspaper says only 5,000 are being made and that they'll be sold only on Gilt.com, a luxury-goods site -- beginning Thursday for Starbucks rewards members and afterward for the rest of us who are willing to spend that much.

 

What does this exclusive card get those with the financial heft (or the well-heeled relatives) to buy one, in addition to bragging rights?

  • Metal Card holders get instant Gold status in the My Starbucks Rewards loyalty program, which provides free brewed coffee and tea refills, plus a free drink or food item for every 12 stars you earn.
  • The Metal Card is reloadable. (At that price, it had better be.)
  • The lucky recipient could better afford a 16-ounce cup of the Finca Palmilera coffee Starbucks debuted at 46 Pacific Northwest stores last week, which costs $7 and now reigns as Starbucks' most expensive coffee ever.

Starbucks obviously sees a business advantage by appealing to the wealthier among us. Is this card now on your holiday wish list, or has the coffee chain gotten a little too rich for your blood?

 

More from MSN Money:

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37Comments
Dec 6, 2012 12:07PM
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On the lighter side  the crad can also be used to scrape ice off your windshield
Dec 6, 2012 2:29PM
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It's not a card for the wealthy. It's a card for hipster nerds.
Dec 6, 2012 9:46AM
Dec 5, 2012 11:46PM
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I know I spend over $450 at Starbucks during the year, but why would I want to waste the $50 on the card.  I'd rather spend the extra $50 it costs for the card to purchase the coffee or the yogart which I love to eat for breakfast most mornings. Duh?
Dec 5, 2012 7:52PM
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I don't drink the crap so no, I don't want one.
Dec 5, 2012 11:20PM
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What a sad statement this is on our culture...I had hoped Starbucks would not go this route...in your face about money being status....
Dec 6, 2012 2:04PM
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The 1% are usually not the ones to buy this. Its the ones who want to be the 1% or want people to think they are the 1%. Since you can redeem $400 worth of goods off a $450 card I know people who will pay a lot more than  $50 for "status". I actually wouldn't be surprised if this is transferable to be going for $1000 to $3000 on ebay soon. Because people are that vane.
Dec 6, 2012 2:21PM
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My favorite movie line applicable...An ounce of pretention is worth a pound of manure!
Dec 6, 2012 3:01PM
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pay more for what its worth. hmmm sounds familiar. in the end your left with a useless piece of metal. things people buy just for flash and show. Starbucks profit margin is so high to begin with, why not get 450 upfront.
Dec 6, 2012 11:30AM
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Give me a break! but, not at Starbucks. I don't care how good their coffee is

susposed to be, anyone who would pay their prices has marbles for brains.

Dec 6, 2012 3:56PM
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I'm gonna buy one for all my relatives--oh I forgot I am unemployed and can't find a job so looks like they will all be getting a $5 card for McCafe--oh I forgot I have no money so looks like none of my relatives get a gift this year.  Sorry.
Dec 6, 2012 11:59AM
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The same people who line up for $200+ sneakers & the latest Ipad/iphone will be getting this card. mark my word, they are the true 1%!

Dec 6, 2012 3:56PM
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these will be banned in NY - people could sharpen theedges to razor sharpness and use them to kill people - guns are already banned, knives soon to follow, you should have to pass a background check to own one these potentially dangerous weapons - either that or Bloomberg will ban how many coffees you can drink - God forbid people get jacked up on caffeine or put too much sugar in their drinks and face potentail obesity
Dec 6, 2012 12:04PM
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It's good for $400 worth of Starbucks coffee ?  That's translates to what  about 12 lattes?  I can fly R/T and Hotel to Vegas for $400 .... this card is useless at best.... maybe they can punch a hole in the top so it can be worn as a necklace (like the Mercedes Benz  ornaments were back in the day )
Dec 6, 2012 4:07PM
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This $7 cup of coffee is nothing compared to: "The Worlds Rarest Coffee"..

"Kopi Luwak"...**coffee beans that have been digested *then "pooped out" by wild civets,

 in Thailand.  Check the Internet, it is selling for

$400.00 per lb.   Dave Barry wrote one of his most hilarious articles about this coffee

years ago..I am still laughing.  And idiots are still buying this "****"...literally!

Dec 6, 2012 1:09AM
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I'm gonna pick one of these up.  Free refills, baby.
Dec 6, 2012 6:37PM
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$450 x 5000..... do the math, America can't afford this right now! The fiscal cliff is coming and this is just more money down the drain!!
Dec 6, 2012 3:23PM
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LOL, I know my friends Sister who has a Suga Daddy that keeps her Starbucks card maxed out will get this. I think I need a Suga Mamma but instead of a Starbucks card ill take a Juice it up one.
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