I wrote last week about Starbucks’s plans to introduce an instant coffee called Via, perhaps as soon as next month. It has turned up in London, where Guardian food writer Zoe Williams tried it — and was not impressed. Not by a long shot.
In today’s Shortcuts series in the Guardian, she writes:
“Its Via Ready Brew is certainly finely powdered. It looks like you could snort it, without too many ill effects… The Starbucks blend is a tart, sharp one…By the same token, the store’s Americano is quite good, and this is clearly what the instant attempts to approximate. Well, it misses that by a mile. That sharp undertone has been dampened right down, but not replaced by any other characteristic, so a weak instant is incredibly insipid, and the “espresso” version (a sachet, plus not very much water) is just a tiny bit less so.”
She concludes it’s not even as good as Nescafé. No mention of the price.
Afternoon update, a different opinion: The Chicago Tribune got samples in advance of Via’s March 3 debut in Chicago and Seattle. Its tasters generally liked it and none said they would guess it was instant. The Trib says the rest of the country won’t get it in Starbucks stores till autumn, but that it can be ordered directly online, with the cost averaging just under $1 per cup.
Photo: The Guardian
{ 6 comments… read them below or add one }
Interesting. I’ve been working for the last few days, so have been out of the news loop.
But, I’ve not ever been a Starbucks fan. I first tasted it in Seattle, where my sister-in-law lives, many many years ago, before it was a franchise. Not subtle is Starbucks. What do you think?
tess’s last blog post..Tori Zōsui Pancakes
Not subtle is a good description, tess. Their coffee always tastes scorched to me, no matter where I buy it. I gave up on it years ago. Mocha Frappuccinos are another matter, but a friend once asked why I even bother since I always order it with skim milk and decaf.
strangely even though the coffee does taste burnt, i tend to still crave it! they prob put something it in, haha. i’m sure this Via isn’t anything special, though i am curious to try it
dskco’s last blog post..Valentine’s Day Dinner
I’m curious too, but I have a feeling I just don’t have a Seattle coffee palate. We do tend to favor smoother coffees on the East Coast and I think I’ll always prefer them.
I meant to comment on this when I first read it but somehow got sidetracked. I had been curious about this latest product, but I believe you have saved me the trouble of trying it. Here’s what I’ve never understood about instant coffee. I make my one cup daily thus:
1. Boil water (I have an electric kettle; it only takes 2 minutes.)
2. Measure ground coffee into mesh filter (I use very excellent dark roast; not of the brand you mentioned)
3. Pour boiling water in; wait one minute for it to drip; —ready!
So, where is the time savings with instant? One would follow the same steps, except #2 would be “Measure instant coffee into cup”, and #3 would be “Pour boiling water in; stir.”
Time saved: 22 seconds.
Worth the time saved?: Heck, no!
MusEditions’s last blog post..Intentional Poverty
Y’know, Muse, that is unassailable logic and laid out perfectly. You are 100% spot-on.
I wish I had an applause smiley…
Thank you!