As a confirmed caffeine addict, I do loves my coffees. While I have enjoyed my elitist machine-ground coffee beans in the past, I am now a lifelong member of the Instant Coffee Brigade. I was born on Taster’s Choice, bred by Medaglia D’Oro — and I’m now swimming in the newest “Via” instant taste treat from Starbucks.
Yes, Starbucks is now in the instant coffee business and it’s a smart and clever move that will dramatically extend their reach into your home cupboard and office drawer.
Instead of selling hot coffee, Starbucks can now sell the essence of their brand in coffee we “brew” at home with a splash of hot water.
We no longer have to stand in line in public or mess with cleaning up coffee grounds in private — because Via lets us have that Starbucks taste and experience without the hassle.
Via went national yesterday and Janna grabbed a box of 12 cups of the Italian Roast. We tried it. We liked it. We’re still drinking it.
Via is pretty good. There’s no bitterness and the brew tastes great and the caffeine buzz is even stronger and better — if you use two Via packets instead of one.
Don’t let the notion of “instant is always bad” belay you from giving Starbucks Via a swallow — or two — you won’t regret the trial and you might even grow to love the taste as we have.