Starbucks instant coffee debuts today

[Amby 490]

Tuesday morning Starbucks embarks on its biggest advertising investment since the coffee giant opened in 1971 with the nationwide launch of VIA instant brew, said CEO Howard Schultz.

As part of the campaign, customers can taste test VIA Columbia Blend and the Pike Place brew side by side, guessing which cup is the new microground instant coffee. As a reward for completing the test, which begins Oct. 2 and runs through Oct. 5, coffee tasters will receive a coupon for a free brewed tall coffee the next time they come in and $1 off a VIA purchase.

Starbucks has already put lots of time and money into its promotion of VIA here in Seattle, with a pep rally that included the Husky Marching Band, a cocktail mix-off and a nationwide road trip promoting the instant brew on Twitter and YouTube.

Schultz said on Thursday that after releasing VIA in February to select markets in Seattle, Chicago and London, the instant coffee exceeded sales expectations. It will be released in varying stores ranging from its current availability in Target and Costco to new sales spots at REI, Barnes & Nobles and Office Depot.

"Teachers are buying it for their lunch rooms, doctors and nurses are buying it in hospitals," Schultz said. "We began to see interests (for VIA) beyond the core of Starbucks."

VIA is a project that has been 20 years in the making for Starbucks with the hopes of competing in the $21 billion instant coffee market. London, for example, drinks 80 percent instant coffee.

In recent months, Nescafe has released ads throughout Seattle claiming it has perfected what Starbucks is just now discovering. But Schultz said on Thursday that although instant coffee is a tough market to tap into, there hasn't been "any innovation in 50 years."

Though it will be released in varying stores, ranging from its current availability in Target and Costco to REI, Barnes & Nobles and Office Depot.

VIA is a new patent-pending microground creation, which uses no harsh chemicals and is made from ethically sourced beans -- grown and bought in a manner fair to farmers.

http://www.seattlepi.com/business/410607_starbucks28.html

[almaty 19]

i am buying sister len's first cup of this sh!t...

[Chica Yeyé 41]

i am buying sister len's first cup of this sh!t...

should I hug you or....

[Amby 490]

[Staashi 371]

i am buying sister len's first cup of this sh!t...

should I hug you or....

I saw it this morning - all I could think of is why would I spend $1 per packet when I can buy a big jar of Arlistan from Argentina for $8 pesos.

[Chica Yeyé 41]

I saw it this morning - all I could think of is why would I spend $1 per packet when I can buy a big jar of Arlistan from Argentina for $8 pesos.

[Amby 490]

I can't believe they're $1 each

[Chica Yeyé 41]

I can't believe they're $1 each

I can't believe you actually posted this ----- what kind of daughter are you??? :crying:

[Staashi 371]

I can't believe they're $1 each

I can't believe you actually posted this ----- what kind of daughter are you??? :crying:

A rebellious one who doesn't listen to her mama.

[Chica Yeyé 41]

I can't believe they're $1 each

I can't believe you actually posted this ----- what kind of daughter are you??? :crying:

A rebellious one who doesn't listen to her mama.

I know.... all these years, and this is what i get. Mierda, te digo!!!

[Amby 490]

[Staashi 371]

[KarenCee 3]

I wouldn't spend a dollar on a fresh brewed cup of Charbucks...no way in h3ll I'll spend a dollar on the instant sh!t!

[Chica Yeyé 41]

I wouldn't spend a dollar on a fresh brewed cup of Charbucks...no way in h3ll I'll spend a dollar on the instant sh!t!

[Amby 490]

apparently it's good. maybe I could use it in a semen custard.