Today is "Via Vednesday," the first Wednesday after Starbucks released their newest promotion: starbucks coffee in an instant. When I first heard about Starbucks making the journey into the instant coffee realm, I was a little disappointed but despite my worries, I tried it...and I loved it.
Compared to NesCafe` and other leading brands, Via is the way to go and I'm not the only one who feels this way. At our store, we have already received a lot of positive feedback, "it tastes just as good as brewed coffee" one customer said. Another customer bought a pack of three and said he would "give it a try." So far, Starbucks is only providing two types of Via, Colombia and Italian. However, if the positive feedback continues to pour in, we might see more variety and maybe even a decaf version. While it may seem like a far and shocking reach for Starbucks, the 17 billion dollar industry is just too big to ignore.
Some may say Via Ready Brew is a reflection of the times: economic crisis, closing stores and plunging stocks but Howard Shultz claims he has been working on the concept of instant coffee for more than 15 years. Many years ago Howard Shultz received the same worried looks from customers when he was debating whether or not to serve espresso drinks at his first store near Pike Place Market, and look at him now.
Via comes in a convenient little package, similar to crystal light or any other just-add-water packaged products. All you need to do is add a packet of Via to 8oz of hot or cold water and you're ready to go. Its especially delicious in cold water and makes a great Italian Roast iced coffee. Via is going to be an incredible asset to campers, hikers, people stuck at their desks for long hours, people on the go or just people that can't afford the four cups of coffee a day they used to. For less than 1$ a packet, Via is the way to go. You can find Via Ready Brew at locations in Seattle and Chicago.