In a world where everyone is on the go, coffee has become a staple. Just about everyone — from commuters and college students to stay-at-home moms — needs their morning caffeine fix. Not everyone has the time to mess with coffee makers, however - hence the birth of instant coffee. In 1938, Nescafe became the first instant coffee to gain wide popularity. Offering a longer shelf life and faster preparation times, it was an instant hit. Today, nearly every coffee brand has some sort of instant coffee on the market; tens of dozens of varieties are available.The problem with instant coffee, however, is it is often of much lower quality than its conventionally prepared brother and has a bitter, grainy taste. Consequently, it has never caught on with the majority of consumers.Starbucks aims to change that. In late February, they announced the launch of VIA Ready Brew, a foray into a market traditionally avoided by premium coffee companies.VIA is for those who like a good cup of coffee now and then, but don't have time or the equipment to make one. You might drink it on the way to work, during a break at the office, or on a camping trip. Priced at $9.95 for a pack of twelve, it is recession-priced to boot. Though the product has been in planning for years, there is no doubt Starbucks is looking for a way to regain customers lost to the economic downturn.Does VIA fit the bill? At nearly $1.00 per serving, it is expensive, but significantly cheaper than the real thing at Starbucks. It is also conveniently packed in a little pouch for easy transport. VIA comes in two varieties: a bold Italian Roast, and a medium Colombia. Starbucks sent me samples of both to review.I tried my first cup of Italian Roast. Making the coffee was as simple as pouring the pouch of microgrounds into a mug and adding hot water; very convenient indeed. Stirring in the grounds, I was immediately hit with a strong aroma of coffee beans. The coffee itself tasted very good.
"A sinister cabal of superior writers."
.jpg?t=20120209092158)
Article comments
1 - TJR
You announced in February that it would be available at stores in a month. It's now the end of April, and no Houston stores carry it yet, and one at Willowbrook didn't even know it existed - never heard of it.
What gives?
2 - Daniel Foster
TJR- I never said such a thing. Any information about the availability of VIA was given to me by Starbucks. Go whine to them.
3 - g474xy.g1r7
Via is an acrid tasting product used to fool the customer into thinking they are getting more espresso or roast flavor in their frappuccino. Via is used in the product now and it is horrible. No amount of any sugar in the universe could make VIA taste better to Classic Frap lovers.