When Starbucks began developing a new nitrogen-infused cold brew coffee back in 2016, it discovered it had a problem. The allure of the drink was its creamy, frothy top (much like that of a Guinness), but the traditional way to consume cold coffee—through a straw—starts at the bottom. To showcase its Nitro Cold Brew, the company had to create an entirely new lid: a strawless version that resembles something of an adult sippy cup.