Adventures in…coffee? News: VIA Ready Brew by Starbucks

So, this is some interesting news.

I have no qualms with Starbucks. The truth is they introduced specialty coffee to the masses, and shops like Everyday Joe’s need to give credit where credit is due and acknowledge the fact that…at least on some level…we wouldn’t be around without SBux. As our friend Darren would say, we shouldn’t lead with what we’re against. The first Starbucks I drank at is at the corner of Tejon & Bijou in Colorado Springs. I was 13. I had an iced mocha while skipping out on church.

As of late, I have heard rumblings on other blogs of an instant coffee coming down the Starbucks pipeline. Those rumblings gave me two thoughts:

1) For reals?

2) I hope for reals, because that equals content for the blog.

Today, it is being reported as for reals:

“Starbucks Corp, whose chief executive is trying to fight ‘misperceptions about affordability’ for the coffee chain’s brands, unveiled on Tuesday its new Via Ready Brew instant coffee that sells for less than $1 per cup.”

“The company, which recently announced another round of store closures and job cuts, will begin selling Via next month in select markets in the United States and in London. A trio of single-serve Via packets will sell for $2.95 in the U.S. and 12 packets will be priced at $9.95.”

Read the entire article here.

Hopefully, Colorado is one of those select markets. If it is, I will get my hands on some of those delicious(?) flavor crystals and we’ll try them for you, right here on the Appendix.

Further:

• Starbucks Unveils VIA Instant Coffee
• Starbucks Gossip (blog where I heard those rumblings)

~ by The Communiqué on February 17, 2009.