The Starbucks Via Taste Test -- Is it really better than your mother's instant coffee?
Filed under: Entrepreneurship, Food, Shopping
Starbucks CEO Howard Schultz was putting on the hard sell in New York on Tuesday morning to a room full of investors and journalists as he unveiled a taste test of the company's new instant coffee, Via. Ever since the news broke that Starbucks was entering the instant coffee market as its next big hope to save the struggling company, the response has been cynical -- and that's a generous term. So today was about Starbucks turning the tables and getting its products out there in front of influence-makers. They seemed pretty confident it would pass muster.
So does it?
Most of the investors I talked to were playing it close to the vest, as they were there to determine whether or not to help uplift Starbucks' stocks. They deemed it "good," without further elaboration. Back at the WalletPop office, we doused a couple of packets of our own and tasted them -- our regular office supply is Starbucks house blend, so our tasters are used to the real thing. (I'm not a coffee drinker, so the fact that it almost made me throw up should be taken with a grain of salt.)
Michael Rainey, from our new sister blog DailyFinance.com, pronounced it as good as "slightly stale regular coffee." He said, "Not too bad, better than most instant coffee, which typically tastes like hot water with coffee flavoring. Starbucks instant tastes like real coffee, albeit slightly stale real coffee."
Says Ashley Green, an account executive with Platform-A, "So the coffee wasn't bad but I definitely wouldn't start using it in place of Starbucks brewed coffee. I drink my coffee black so I might tend to notice the differences more than someone who adds in cream and sugar. The instant coffee was a little more bitter tasting. Also it didn't seem to stay completely 'mixed' as there were some of the coffee grounds floating around in the bottom of the cup (but I've seen that with other instant coffee's as well)."
Amey Stone, the founder of WalletPop and current editor of BloggingStocks and DailyFinance, told me,"The instant has less of the fresh-burnt bitterness of Starbucks' regular brew, but has a slightly gritty texture."
News editor Claire Robinson added, "I tried the medium and bold blends first black and then with milk, which is how I usually take my coffee. I found them both to have a decent normal coffee taste mixed with a funny taste that is not pleasant on the finish. The funny taste was worse with milk than black. I don't know how this compares to other instant coffees, but I'd probably only choose to drink this over brewed coffee if I were desperate or camping or something -- and definitely without milk."
Technical publisher Amelia Marzec had the most positive things to say: "First of all, the package is killer. It is so small you could fit it in your wallet, your belt, your shoe. The Starbucks branding is so subtle I didn't even notice it. But the burned-coffee smell that seems to define Starbucks was unmistakable. The smell was so strong I didn't expect it to taste so pleasant."
You can try yours by ordering a free sample online.
Is that faint praise good enough to help out Starbucks? Schultz said during his presentation that Starbucks customers have actually been blind taste-testing the product for months as it was slipped into locations in place of regular brew. He said nobody ever stopped and said "hey, something's wrong with this coffee!"
Via will be sold at Starbucks locations, Target and Costco, and you can order it direct from the company at StarbucksVia.com. It will roll out starting March 3 in Seattle and Chicago, hit London on March 25 and then go national in the U.S. in the fall of 2009 with a huge marketing campaign. A 3-pack will go for $2.95 and a 12-pack for $9.95, which averages out to a little less than a buck a cup -- the price point that matches McDonald's and Dunkin' Donuts, among other competitors.
The theory the company was trying to sell to investors is that U.S. customers who want the equivalent of Starbucks will shell out a premium price for the "good" instant coffee -- rather than brew a Starbucks blend at home. But the big prize will be the overseas market, which the company sais makes up 40% of the global coffee market.
So does it?
Michael Rainey, from our new sister blog DailyFinance.com, pronounced it as good as "slightly stale regular coffee." He said, "Not too bad, better than most instant coffee, which typically tastes like hot water with coffee flavoring. Starbucks instant tastes like real coffee, albeit slightly stale real coffee."
Says Ashley Green, an account executive with Platform-A, "So the coffee wasn't bad but I definitely wouldn't start using it in place of Starbucks brewed coffee. I drink my coffee black so I might tend to notice the differences more than someone who adds in cream and sugar. The instant coffee was a little more bitter tasting. Also it didn't seem to stay completely 'mixed' as there were some of the coffee grounds floating around in the bottom of the cup (but I've seen that with other instant coffee's as well)."
Amey Stone, the founder of WalletPop and current editor of BloggingStocks and DailyFinance, told me,"The instant has less of the fresh-burnt bitterness of Starbucks' regular brew, but has a slightly gritty texture."
News editor Claire Robinson added, "I tried the medium and bold blends first black and then with milk, which is how I usually take my coffee. I found them both to have a decent normal coffee taste mixed with a funny taste that is not pleasant on the finish. The funny taste was worse with milk than black. I don't know how this compares to other instant coffees, but I'd probably only choose to drink this over brewed coffee if I were desperate or camping or something -- and definitely without milk."
Technical publisher Amelia Marzec had the most positive things to say: "First of all, the package is killer. It is so small you could fit it in your wallet, your belt, your shoe. The Starbucks branding is so subtle I didn't even notice it. But the burned-coffee smell that seems to define Starbucks was unmistakable. The smell was so strong I didn't expect it to taste so pleasant."
You can try yours by ordering a free sample online.
Is that faint praise good enough to help out Starbucks? Schultz said during his presentation that Starbucks customers have actually been blind taste-testing the product for months as it was slipped into locations in place of regular brew. He said nobody ever stopped and said "hey, something's wrong with this coffee!"
Via will be sold at Starbucks locations, Target and Costco, and you can order it direct from the company at StarbucksVia.com. It will roll out starting March 3 in Seattle and Chicago, hit London on March 25 and then go national in the U.S. in the fall of 2009 with a huge marketing campaign. A 3-pack will go for $2.95 and a 12-pack for $9.95, which averages out to a little less than a buck a cup -- the price point that matches McDonald's and Dunkin' Donuts, among other competitors.
The theory the company was trying to sell to investors is that U.S. customers who want the equivalent of Starbucks will shell out a premium price for the "good" instant coffee -- rather than brew a Starbucks blend at home. But the big prize will be the overseas market, which the company sais makes up 40% of the global coffee market.
Reader Comments (Page 1 of 1)
2-18-2009 @ 9:09AM
Jason said...
seems like $1 a cup is pricey for an instant coffee. I love starbucks coffee but instant never tastes right and its not challenging to buy a cheap one cup maker and brew one cup at a time. Not to mention it only takes 5 min to make and taste much better and I am sure that it is less than $1 a cup. Then there is the chemical process that I am sure is involved in making this "instant coffee", MMmmmmm cancer.
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3-03-2009 @ 1:11AM
Philip said...
The process of making Starbucks Via Ready Brew is all natural. Don't knock it until you try it. It's very good.
2-18-2009 @ 10:44AM
Angelia said...
I will pay whatever it cost i am like u i love Starbucks i don't do hot coffee i do there cold coffee. I hope Starbucks never ever ever close any of there stores in my area that r near me i cannot live with out 2 things hungry Howies for there great salads and Starbucks for there great coffee.
Angelia
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3-03-2009 @ 1:13AM
Philip said...
You can make the Via Ready Brew into iced coffee!
2-18-2009 @ 10:47AM
Gene said...
Instant coffee is no good. For a great home cup, I bought a Braun used espresso maker at Goodwill for $5.00. Mine was complete, but I see them without the carafe all the time and you really don't need it - you can just use a mug. I buy Cafe' Bustelo espresso in the 10 ounce can at Wal-Mart for under $4.00. I prefer Coffee-mate Itailian Sweet Creme, but any creamer or even milk will work. All in all, I make a better latte at home than Starbucks does, for a lot less money.
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2-18-2009 @ 12:44PM
Jonny said...
I must say that being the pseudo-connoiseur of coffee like I am, I love to pretend that I am a true taste expert who has traveled the world and experienced the rich flavors of Colombian, Ethiopian and Southeast Asian coffee delicacies. And thus (as my fellow 'commentors' and those interviewed in this article, including the author who doesn't even drink coffee, seemed to have attained) have a truly admirable and discerning opinion about the subtle differences between Nescafe, Denny's brew and my local Starbucks.
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2-18-2009 @ 1:08PM
Fredric Williams said...
Starbucks is making a classic marketing error: cannibalizing the brand by introducing an inferior product in the hope of increasing their sales.
As for their blind taste testing by giving customers instant instead of brewed coffee, they don't know much about marketing research. Think "New Coke" which passed the taste tests before failing in the market; then add people's natural reluctance to complain about a product they generally love.
Having lived in Asia, they are foolish to assume there will be a passion for $1.00 cups of instant coffee. The price point for vending coffee in Korea is around 25 cents, and Maxim goes for less than 10 cents a cup.
Starbucks sold atmosphere brilliantly. Now they are simply trying to do things they don't have any skill in. They might as well loan money to GM in exchange for putting the logo on coffee-colored cars.
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2-18-2009 @ 1:01PM
Tony said...
Starbux coffee is bilge. Now they have instant bilge. But they've named it "Via." Why couldn't they pick an American name? OK, so run out and get your fix of "Via Bilge."
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2-18-2009 @ 4:51PM
Billy Bob said...
Yep! And, knowing Starbucks, you "preppies" will be willing to pay $50 a cup... Whew! Get some Eight O'Clock beans, grind your own, and save some big bucks....
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2-18-2009 @ 5:19PM
Enough Already said...
Hasn't this world had enough of Howard Schulz and Steve Balmer selling the world's most "fabulous experience" which it NEVER is?
Microsoft is dead man walking.
I'm not sure I see so much life in Starbucks.
Reply
2-18-2009 @ 5:26PM
Rosemarie said...
"Hello." Welcome to McDonald's. Would you like to try an iced mocha?" "Sure, why not. It will be great for my sore throat."
OMG!!!! Watch out Starbucks! This is definitely why Starbucks and even Dunkin Donuts is going to lose money! It was ONLY $2.09 for the small, which is the size of a medium anywhere else. It was FANTASTIC. It was fantastic right down to the very last drop. Of course, it doesn't come in decaf so I'll have to limit myself to maybe only one every couple of days!!! Wow!!! Forget the instant Starbucks. They just turned me off with the thought they are cheapening their product to increase sales. I live for Starbucks, or at least did until today.
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2-18-2009 @ 5:37PM
kevin said...
Occasionally, instant is just right.
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2-19-2009 @ 11:21AM
marilyn said...
If it tastes like their brewed coffee, that's not saying much. Not even worth a dollar out of my pocket.
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2-19-2009 @ 4:47PM
Jack said...
Why not BUY 100% AMERICAN INSTANT KONA Coffee? 2 great mobile sites. www.instantcoffee.mobi and www.mulvadi.mobi. compare with 100% instant kona coffee at 30/cup!
Reply
2-24-2009 @ 9:57PM
jb said...
McDonald's espresso tasted like instant to me. I asked the manager how many shots they use. The small was less than a shot and the medium was a shot and a half. Hmmm. And it was a tiny bit less expensive than starbucks. And you have to smell the nasty grease smell while you order at McDonalds. You get what you pay for. A latte should be $1, no more.
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3-08-2009 @ 3:42AM
jpcx00 said...
Well, it's finally out. Drinking it now. Like starbucks coffee itself (for me), it grows on you. After a few cups, I've started to like it.
The only sure thing to say is that it's way better than other instant coffee. The price point is pure ridiculousness (3x too expensive), so I'm imagining its only a matter of time before other instant coffee products put in some R&D to match or exceed it in taste.
All in all a good thing. Instant coffee market needed a boost, and this is a pretty good product.
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3-22-2009 @ 3:00PM
Dana said...
Tried it today. It's way better than any other instant coffee I've ever had. It tastes the most like a brewed cup of coffee than any other. I am thinking of buying some just to bring in to work. I hate brewing coffee at work. All the coffee vultures try to drink your coffee but never bring any in themselves.
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4-23-2009 @ 9:39PM
Floyd said...
To me, it's good enough to replaced traditional coffee in every way, and so what if it is a dollar per cup. I am glad to pony up a little extra to get a product that is so vastly superior to anything else out there. Anyone who says that Mcdonald's or any of the other swill that's peddled as coffee is as good as Starbucks should lay off the 2 buck Chuck or High Life that they've obviously relied upon to get them through their day, and who I'm sure would defend to the hilt as being as good as any other booze. Stop finding pride in honoring mediocrity. Sure, there's a place for it, but at least be self-deprecating of your own poor taste or cheapness, or both. I applaud the technological breakthrough that made this awesomely convenient product possible, and I hope it's a success for them.
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