Video: Will Starbucks Via Be an Instant Success?
By
Josh Lipton
Oct 13, 2009 12:00 pm
Minyanville puts Starbucks’ latest beverage to the test.
On the heels of a corporate turnaround, Starbucks hopes that Via will enable the company to compete in the $21 billion instant coffee market that is currently dominated by Nestle (NESN), Kraft (KFT), and Smuckers (SJM).
But for a company that has made its name selling complicated beverages that customers are willing to wait in line for, Starbucks’ foray into the instant coffee game is seen by many as a risk.
However, CEO Howard Schultz evidently felt pretty confident about Via, going as far as challenging customers to a taste test comparing it to regularly brewed coffee.
But frankly, we at Minyanville aren’t entirely convinced by the authenticity of these so-called “taste tests.” So we decided to put Via to the test in our very own laboratories.
Join Josh Lipton for a closer look.
No positions in stocks mentioned.
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Copyright 2009 Minyanville Media, Inc. All Rights Reserved.
Copyright 2009 Minyanville Media, Inc. All Rights Reserved.
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Reply
2009-10-14 19:49:58
Your taster must be short SBUX
I grew up on Nescafe. It bares hardly any resemblance to coffee. The same may be said of Folger's. But I tried some Via as a free sample in Starbucks the other day. There is no comparison! It actually tastes like coffee! It's as good as Starbucks regular coffee on a good day, and better than Starbucks regular coffee on a bad day. Your taster is either short SBUX or the wiring of his taste buds has been inadvertently reversed.
The only problem is the price. At $1.00 a cup, roughly, it's way more expensive than Nescafe or Folger's.
The only problem is the price. At $1.00 a cup, roughly, it's way more expensive than Nescafe or Folger's.
2009-10-14 23:24:03
I like it
I bought some from an online distributor at http://nationwidecandy.com/candy/index.asp the one I bought was Starbucks Via Instant Italian Roast. I can't wait to try the Starbucks Via Instant Colombia Coffee. I really like these instant sticks. I plan on using them we we go camping and hunting next week. They have got to be the the best instant coffee item I have ever had.
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Copyright 2009 Minyanville Media, Inc. All Rights Reserved
