Starbucks Launches VIA Ready Brew

by Sarah De Heer, Posted Sep 29th 2009 @ 4:00PM

Starbucks VIA Photo: Starbucks

Starbucks is now ready on demand. The coffee giant expanded its empire Tuesday with VIA, its version of "Ready Brew" instant coffee. Available in Colombian roast or bolder Italian roast, the packets of powdered coffee are sold in packages of three for $2.95.

After two decades of development, Starbucks is so certain consumers will like it that it's pitting VIA up against its whole-bean coffee, asking consumers if they can taste the difference.

"I think it takes great courage for us to take our brand name -- which we value more than anything in the world -- and put it on an instant coffee," CEO Howard Schultz said at a Starbucks VIA Ready Brew launch event Tuesday. "That's not a move of desperation, that's a move of confidence and the fact that we know this coffee will pass the test of time."

Back in March, Slashfood did a taste test and we were "pleasantly surprised" by the flavor. More recently, we did a side-by-side comparison and found the results to be similar. There's no doubt that a freshly brewed cup of coffee takes the cake, but after a recent instant coffee taste test (that we're still recovering from), we would be more than happy to sip VIA.

Find out where VIA is available and how you can get a free sample after the jump.

Fans of VIA have already taken it upon themselves to try the brew numerous forms. Just as you can use espresso powder to enhance the taste of chocolate or add depth of flavor to a spice rub for meat, VIA can do the same. Check out some of these clever recipes here.

Starbucks VIA Ready Brew is now available in all U.S. and Canada locations, on many United Airlines domestic flights, at Omni Hotels and select Marriott locations. It will also be available for purchase at REI, Office Depot, Costco, Target and Barnes & Noble.

"We're selling Starbucks VIA in places where we've never lived before," Schultz said.

From Oct. 2 to 5, Starbucks invites customers to join the Starbucks VIA Ready Brew Taste Challenge at their local U.S. Starbucks location. Participants can taste Colombia Starbucks VIA next to fresh-brewed Pike Place Roast and challenge themselves to guess which one is Starbucks VIA.

Starbucks VIA Taste Challenge participants will receive coupon for a complimentary Tall brewed coffee on their next visit as well as an offer for $1 off a Starbucks VIA Ready Brew purchase.

Reporting by Sarah LeTrent

Filed Under: Food News, New Products
Tags: new products, NewProducts, starbucks, starbucks VIA, StarbucksVia, VIA ready brew, ViaReadyBrew

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Reader comments (Page 1 of 1)

9-29-2009 @4:32PM Gobo said... As instant coffee goes, it's top-notch.
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9-30-2009 @7:22PM Tiffany said... I did the taste test today and guessed wrong! I thought the VIA was Pike Place. I've never been a fan of instant coffee but we don't have good selection in the States. Asia has had decent instant coffee options, but Via had a great bold flavor that took me by surprise.
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9-30-2009 @12:45AM Anthony said... I bought a 3 pack of each today. Being single it seems like a waste to make a pot of coffee as I can drink maybe 2 cups. I usually opt for instant coffee as a replacement only in a pinch. I tried the Columbia blend this evening and was very surprised at good it was. I am looking forward to trying the Italian Roast in the morning.
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9-30-2009 @9:15AM LinC said... Good tip about using Via as a substitute for espresso powder in chocolate desserts. (Adding espresso to chocolate punches up the flavor.) I've been buying espresso powder in a plastic jar, but it dries out before I can use it all. A packet makes more sense.
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