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TORONTO • “Permission to Relax” is one of four inspirational sayings etched on the stemless Riedel wine glasses Starbucks is using for the debut of its Starbucks Evenings program in Canada.

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Starbucks Corp., a pioneer in getting consumers to pay for products with a mobile phone, is boosting spending on digital ventures this year as it enhances the capability of its app in Asia, Europe and Latin America.

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It’s a Zen-like sentiment aimed squarely at the same busy customers who stop by the country’s biggest coffee chain for a daily fix of caffeine, and it’s one Rossann Williams hopes they will embrace as the business sets to turn down the lights and debut its beer and wine sipping alter ego here next week. (The other indulgence-urging wine glass reflections include “Take a Moment or Three,” “Breathe In, Drink Out” and “Escape Your Plans.”)

“Many of the people who appreciate the quality in a nice cup of coffee are the same people that like a nice glass of wine, and appreciate all of the notes and the flavours and the heritage of wines,” Williams, president of the country’s biggest specialty coffee chain, said over a cup of Starbucks ‘reserve’ coffee at a Bloor West Village restaurant in Toronto’s west end where an expanded menu including wine, craft beer and cider will be available from 2 p.m. onward each day, starting Tuesday.