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Each 3.3-gram packet of VIA makes an 8-ounce cup of Joe.
Which is how VIA Ready Brew came into being, ready for its rollout next week in Seattle and Chicago. Instant coffee has long had a poor image in the US (a paltry $700 million in sales), but it's a $17 billion market in the rest of the world, thus a tempting target for Starbucks. The initial flavors--a robust Italian Roast and a smooth Columbia--stand up surprisingly well to their fresh-brewed counterparts.
Will consumers pay a buck for a shot of instant? Hard to say, but 10 or 15 years ago the whole notion of $5 coffee was absurd. The "affordable luxury" of a latte seems less affordable today, but the desire for instant gratification remains.
UPDATE: Howard Schultz wrote an essay for Huffington Post titled "Staying Real in an Instant." Read it here.
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I'll try it and if it's not bad, I'll start bringing it to the woods with me. But I'm not too lazy (or cheap) to spend $0.75 more for a real cup of coffee.
Seems like Seattle would be the exact market to NOT try something like this on. Though I suppose the people that drink Starbucks regularly (especially here) probably aren't truthfully concerned about their coffee quality anyway. So maybe they have their market figured out after all.
This news kind of surprised me. I guess I would be curious to try it, but it is hard to shake the Sanka image from my head when I think about instant coffee beverages.
Roland: Love your post, forwarded it to just about everyone else on the VIA team.
marcelebrate: I do hope you get a chance to try it. Well, actually you will--it will be available in some Seattle stores as a sample starting this week, and for purchase on 3/3. We are debuting in both Seattle and Chicago. Will be interesting to see if the reaction is different.
cakespy: I know! I had that same reaction! Luckily, the first time you smell or taste it, any association with other instant coffees are quickly removed.
My new favorite thing? Doing shots of Starbucks VIA: taking a full pack but only one ounce of water. Very intense coffee flavor, lots of kick.
Matthew Guiste
Starbucks
Well consider me convinced. I just picked up some of these at Starbucks and wow. I'm very impressed. I'm drinking the lighter, Colombian roast right now (they also have an Italian). This blows away all other instant coffees I've ever had. While that, in itself, doesn't say much, I can even say this is actually an enjoyable cup of coffee.
Would I rather support my local coffee shop and have the real thing? Of course! But this might be a good alternative for people stuck for a weekend at the Folger's drinkin' in-laws. Or, as I mentioned, to throw in the backpack during a backpacking/camping trip.
Nice work Starbucks (and all the people who worked on the product before their acquisition).
I'll dial down my cynicism next time. ;-)
.m
One more thing. While the single serving format is convenient for the initially intended purpose, I would consider larger scooping containers if this really takes off. It's less wasteful and more convenient if drinking larger quantities.
I can imagine people living far away from any Starbucks or other coffee shop (is that possible these days?) enjoying this as their daily coffee, provided they are able to pick it up at their local grocery store.