Hmm...Starbucks, everyone's favorite (or most prominent) premium coffee roaster, brewer, and distributor has finally launched the much anticipated "Via" instant coffee. Mmm...just the thought of instant coffee crystals makes my mouth water. And not in a good way. BUT. Starbucks has some equity. I typically like their over-roasted, spicy coffee - though their coffee shop atmosphere has been spoiled a bit by the noise of constant smoothie-making. If anyone could reinvigorate instant coffee, it is probably them.
So, I thought I'd give it a try. Fortunately, I had received a few free trial packs several weeks before this week's launch. The Kelley School of Business brought in Guy Kawasaki as a speaker in September, and it seems that he travels with boxes of "Via" samples these days.
As you can see, "Via" comes in a single-serve package. Priced at almost $1 a pop, it sure rings that premium bell. Packs are being sold as a 3-pack for around $3, or a 10-pack for $9.50.
Easy-tear top, and the pouring begins. This is where I was quite surprised - expecting the usual space-food crystals to begin pouring in to the mug. But, NO! What came out appeared to be almost (gasp) coffee-like. Very, very finely ground. Almost like a coffee powder. Eerie.
Dust. Almost too fine that it was difficult to get it all out of the little package - which I must comment, is cool little packaging. I like that it resembles the Crystal Light travel packs, but has a very substantial feel. Would easily hold up in a pocket, or a bag without breaking.
Add 8oz hot water. See this is the part that gets me. I suppose this is made more for travel situations (hence, the Italian name for "way" or "on the way"), and would be useful for places with no coffee, but plenty of hot water. Me, not so much. Hot water is annoying. In fact, I nearly burned my left hand holding the teapot for this picture. AND, 8oz is hard to control. Most of my travel mugs are at least 12oz or 16oz. Which, like I did here, would lead me to add TOO much water. Taste review down a little further.
A few stirs and poof!, coffee. Now the taste. Wait, burn tongue first. Check. Way too hot. I forgot that the water was boiling 10 seconds before I poured it in. Amateur. The taste...isn't terrible. Better than ALL vending machine coffee (that machine in the basement of Kelley is truly terrible), and even better than most gas stations. The aroma is pretty light, and quickly dissipates. My problem (and probably more "mia" than "Via") is that it was watery. I like dark coffee. Correction: I like thick coffee. This simply had too little body for me. Was an easy-to-drink mild taste, even though this was the "bold" variety. There was a very slight filmy aftertaste, and strange sludgy residue at the end of the cup - but nothing too scary.
Overall, it's "not bad" and I feel this has been the general response of others who have tried it. I find it interesting that in Starbucks' "Via Challenge", they are taste-testing "Via" as compared to their Pike's Place brewed coffee - as opposed to "Via" to other instant coffees (yuck). This is an interesting strategy, and one I believe is clever. "Via" is so far above other instant coffees, it's not even funny. By comparing to a $1.85 cup of java from the real-deal shop, they are able to establish a premium for these little buggers! Kind of like DiGiorno going after delivery - sets a totally different base in the mind of the consumer. Good work, Starbucks. Way to innovate.
