I was pleasantly surprised with the robust flavor, which was very similar to the real Italian Roast at Starbucks, albeit a bit weaker. You might be able to pass it off as the real thing to the casual coffee drinker, but true connoisseurs won't be fooled. I tested the Colombia with similar results. The flavor was very bold and reminiscent of Starbucks, but not quite the real thing. This difference in taste was very subtle with both varieties, but they were full of flavor and better than most conventionally brewed coffee.
Given the fact that VIA is competitively priced compared to traditional Starbucks brew and it is so convenient, I consider it to be a viable alternative. It won't replace brewed coffee any time soon, but it is perfect for the market the company is trying to target. VIA provides good tasting, quality coffee on the go.
Would I replace my whole bean Starbucks with VIA? Probably not. Would I drink VIA again? Definitely. The next time I take a trip, rather than rely on the coffee at the hotel, I will probably pack a few packs of VIA. Starbucks has introduced significant innovation to the instant coffee market and developed a product that rivals many traditional coffees, however, I am too picky to put my coffee maker in the closet just yet.
VIA Ready Brew is currently only obtainable at Starbucks locations in Chicago, Seattle, and London. Later on, it will become available at all locations. Those wanting to buy it now will have to go online. Packs of twelve servings are priced at $9.95, and a six-pack and tumbler combination is also available for $21.95. Both the Italian Roast and Colombia varieties are available.
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.