Instant coffee brings to mind murky and flavorless Sanka cups of joe to even me, an admitted non-lover of all things coffee. But that hasn’t deterred Starbucks, who has launched their new VIA Ready Brew. The result of years of wild scientists working in outrageous conditions in order to finely grind coffee enough to dissolve in water and still taste like a cup of coffee. It’s instant coffee, and the worldwide chain is confident that most people won’t be able to tell the difference. VIA is available in Colombian roast or Italian, and come in packages of three for $2.95. Which is like getting three cups of coffee for the price of half.
You can pick up the ready brew packets at any US or Canadian location, as well as at Omni Hotels, certain Marriott’s, and on some United Airlines domestic flights. Starbucks will expand the product line in the near future at Office Depot (say what?), Costco, Target and Barnes & Noble.
To try and prove that VIA tastes as good, or at least close enough, as a regularly brewed cup of coffee Starbucks is holding a VIA Taste Challenge from October 2nd through 5th. Customers can taste the Columbia VIA along with fresh-brewed Pike Place Roast and guess which is which. Participants receive a coupon for a tall coffee and a buck off a VIA Ready Brew packet.
