By Andrew Liszewski
I’m not a coffee drinker, at all, but those who indulge in the brown sludge tell me that instant coffee is the worst way to enjoy a cup of brew. But Starbucks claims to have developed an instant coffee that doesn’t taste like instant coffee. Here’s a blurb of marketing-speak from their VIA Ready Brew website that sheds a bit of light on what exactly makes it different:
Starbucks has found a way to offer a truly great cup of coffee that you can prepare by just adding water. Other instant coffees taste flat and lifeless. Starbucks VIA™ Ready Brew is different – it’s full-bodied and flavorful, just like the Starbucks® coffee you know and love.
It’s made with the highest-quality, ethically sourced 100% arabica beans. The magic is in a proprietary, all-natural process that we spent years perfecting. We microgrind the coffee in a way that preserves all of their essential oils and flavor. No other coffee company takes this step, and it makes all the difference.
At launch the VIA Ready Brew coffees will come in a 3-pack for $2.95 or a 12-pack for $9.95 in your choice of Colombian Medium or Italian Roast Extra-bold flavors. So you’re looking at about a dollar a cup.