Coffee giant Starbucks has been forced to introduce a strict 'one item per person' purchasing limit across its UK shops. The drastic move comes in response to a frenzied rush for its latest viral product, the 'Berista' bear-shaped cup, which sold out almost instantly and immediately appeared for resale at hugely inflated prices.
The Viral Cup That Caused Chaos
The sought-after cup, part of the brand's Holiday Collection, first launched in the US late last year. Starbucks UK teased its arrival on Instagram on 15 January 2026, posting a cryptic image of the cup's top featuring a hat and straw with the caption: “this is not a drill... see you 15.01,” accompanied by a teddy bear emoji. This post sent fans into a frenzy, flooding the comments with excitement.
However, the launch day revealed a less cheerful scene. Customers reported visiting multiple stores from as early as 6am, only to find shelves already empty. The limited stock was quickly bought up, not by collectors, but by opportunistic resellers aiming to profit. The cup, with a supposed retail price of £27.99, was listed on platforms like Vinted for as much as £100 – nearly five times its original value.
Customer Outrage and Divided Reactions
The swift sell-out and immediate mark-up sparked significant anger among genuine customers and collectors. One frustrated shopper stated: “Tried three different stores from 6am, all sold out. So disappointing to genuine collectors seeing them already on Vinted for £100.” Another criticised the resellers' greed, saying: “It’s stupid the amount that are on Vinted and for stupid amount of money I would not be lining peoples pockets for greed.”
Reactions on social media were split. While many expressed their disappointment, others mocked the intensity of the craze, with one person commenting: “Jeez. What’s wrong with people. It’s a cup. Get over it.” Meanwhile, excited fans continued to share their enthusiasm online, with posts like “I can’t believe we’re getting them too!!” highlighting the product's desirability.
Starbucks Steps In With a Strict Limit
To combat the bulk-buying and reselling, Starbucks UK implemented the universal 'one per person' rule. This policy is a direct attempt to ensure fairer access for customers and to dampen the lucrative secondary market that sprang up overnight. The incident mirrors the viral success the cup had in the United States and demonstrates the challenges retailers face with high-demand, limited-edition products in the age of instant online resale.
Many potential buyers remain sceptical about future stock levels and the high price point for a novelty item. An Instagram user summed up the feeling of many, stating: “As much as I’d like one, I just cba if it’s going to cause a riot.” Another pointed out the cost, noting: “They are £27.99 for a glass teddy cup come on that’s half a days wages.” Starbucks's new rule is now the frontline defence against the next potential sell-out frenzy.
