Many years ago Starbucks launched its own brand of instant coffee, VIA.
Not surprisingly, coffee lovers were scandalized by the fact that Starbucks, of all companies, would launch an instant coffee. It didn’t seem to make much sense.
Starbucks countered by saying that their instant coffee was different, and would deliver the same great Starbucks taste as you get from their fresh-brewed coffee.
If the taste is really that good, then VIA would offer the ultimate in one cup coffee making.
Each box contains 12 small sachets of coffee. You simply pour the contents into a cup or mug, then add hot water, and cream and sugar to taste.
The great thing about VIA is that you can put these sachets in your pocket, purse or laptop bag and have them at hand while traveling, or even when at work.
Everything hinges on whether the Starbucks promise holds up.
Is VIA as good as fresh-brewed coffee?
In our humble opinion, it is not. We did some blind comparisons VIA versus fresh-brewed and everyone identified which cup contained the instant coffee. There is something about the taste of any instant coffee that always seems to be there.
Granted, if the coffee you get at work or in a hotel is either weak or over-brewed, a cup of VIA would probably be better.
But it does taste like instant coffee, and it isn’t as good as a well-brewed pot of fresh-ground coffee.
From my option, I still like coffee roasters. Sorry Starbucks!