This is the first product in Starbucks' new Christian coffee campaign, "Nearer My God To Thee", which is also the new name of their strongest morning blend. Baristas are affectionately referring to the tumbler as "The Holy Grail". The bold marketing move was in response to the Vatican's recent designation of an eighth deadly sin: Weak Coffee. Here is an excerpt from "The Ironic Catholic":
"In a related note, Starbucks announced it was renaming its strongest morning blend "Nearer My God To Thee," and was planning an ad campaign through Catholic Church bulletins: "Coffee that wakes you up and prevents damnation." '
See the whole article here: New Deadly Sin Added By The International Theological Commission