Starbucks VIA Ready Brew: Photo VIA USA TodayHuh?
Oh, sorry... I was just talking to myself. Huh? Starbucks is going to
market instant coffee in Seattle? The trendiest coffee town in the
world? Oh, Chicago too... Well, that's alright then.
just can't believe the company that took America from Maxwell House to
Komodo Dragon Blend® is regressing to instant coffee. And they've been
working on ithis development for 20 years? Did Starbucks do any
consumer research, I wonder? (Yes, apparently it did!)
The new instant coffee, Starbucks VIA Ready Brew, will
begin selling in Starbucks stores in early March along with Target and
Costco stores in the same cities. The packets will sell for $2.95 each
and the 12-pack for $9.95.
CEO Howard Schultz is reportedly
hoping to crack the international coffee market with the Starbucks VIA
Ready Brew, as well as to make up for lackluster store performance in
the Starbucks coffee houses during the last few years. Schultz
deflected any criticism that "VIA" (far preferable to "INSTANT") might
be an "off-brand" for Starbucks."
Starbucks developed a patented
"micro grinding" process for its VIA, using the same beans as its
brewed coffee, but broken down in a way that dissolves them instantly
in hot water.
Taste testers were impressed, and maybe I will be
too. But if they take away our local coffee shops, I, for one, will
miss the experience. That's why I drink the coffee!
Get a free sample of VIA from Starbucks.com.
MarketWatch, USA Today