• 09.29.09

Starbucks Taste Test: Will Instant Blow Away Fresh Brewed?

Will revenue plummet if users choose Starbucks’ new Via instant coffee over a more expensive fresh-brewed cup of Joe?

Starbucks Via Colombia

Back in February, our own in-house panel of java junkies
participated in a blind taste test. They found Via wasn’t just undistinguishable
from Starbucks original brew: It was better.


So what if coffee lovers everywhere discover that the instant
coffee tastes just as good as Starbucks’ fresh brew—or even better? While
Starbucks may be targeting the powdery version to
travelers and campers, what’s preventing Via from becoming a replacement to fresh-brewed? For less than $1 a cup (a 3-pack retails for $2.95 and
a 12-pack for $9.95), penny pinchers may just stay home for
their morning cup of joe.

[via AdAge]