Must admit... my interest in piqued.  The instant coffee market is likely huge overseas, especially in Asia, where I see Nescafe in homes all over the place.  I'd be interested in knowing how available and how quickly available VIA will be overseas.

Did Howard actually write this entry himself?

BTW, the recent videos you guys have been putting out are awesome.

I admit that I am interested in trying it but I am wearing my skeptical hat a little bit still.

I think I have to eat my words with all the negative vibe I posted about Via!  I tried it today and I was totally impressed! *crawlsawaywithtailbetweenlegs*

@Melody, Well just think...... Next time you go to $tarbucks and they won't brew you a bold...... just buy a pack of Via..... ask for a short cup of hot water and your ready to go! Problem Solved! $tarbucks are such innovators!

@Melody, I hope what you tasted is true!  I cannot wait for my sample to arrive to my home!  You know I was down in Baja Mexico for over 2 weeks during the holidays.  They have absolutely NO good coffee down there!  For 2 weeks I had to have folgers served by Mexican dinners, but I did had some Mexican coffee which is a very sweet brew. My partner loves it, but I wished so badly that I have Starbucks VIA in my hand so I can make it in my hotel room and skip those stupid hotel coffee makers.  Oh..they are the wrost!  Trust me, Baja has no good coffee! Period... can't wait to get my VIA.

Breve, I have high hopes for VIA. Matt is sending me samples for review. I will report back with hopefully good news.

I do however wonder how this is going to reverse the five-year long downward spiral of same-store sales. If not corrected, the relentlessly  declining same-store sales  will be the ultimate demise of Starbucks.

Hello again,

I am eager to try VIA.  Presuming I will love it, hope you will offer decaf soon, and also packaging it for a 12 oz. (Tall) serving size.    Can't wait to see the 10 oz. tumblers in person - pictures look neat.

All the best!

STOP THE PRESSES

You may be marketing Via wrong.

I tried a sample of the Italian this morning and I like it.

It is a little bit too "smooth" to be my first choice of a coffee (reminds me just a little of Pike in that sense, alas), but I definitely enjoy it.

I hate most instants so this is an amazing achievement.

BUT THERE IS MORE TO THE STORY.

When I first mixed it up and tasted it, I thought it was just ok.  It did seem to taste a bit like an instant.  

When I came back 3 minutes later, any hint of instant flavor was gone, at least to me.

Perhaps this is NOT an INSTANT coffee, but rather, is as EASY TO MAKE as an instant coffee.

Perhaps it needs to BREW IN THE CUP?

This would be true if, as your advertising suggests, you include finely ground fresh roasted coffee beans in each packet.

CAUTION:  I am basing this on just one sample, and I'll know more after I try the Columbia tomorrow, but so far I would suggest don't call it INSTANT.  Call it "BREWS IN THE CUP".

Art

Hey Matt, just wanted to say thanks for replying to ppl's posts on MSI.

^^^That was me. Don't know why it showed as Anonymous. LOL

It will be great if VIA does well in North America. I believed from the get go that it would do well against competitive instants in foreign markets and I am more convinced now. I did order my sample and am looking forward to it!

I myself am skeptical also. It feels as is Starbucks has been taken over by an evil force. LOL. But seriously, I am going to try it, for I have ordered my sample yesterday. I live in a suburb near Chicago so I am not sure if they will have any there but I will find out tomorrow. This past Sunday the girls did not know too much about it other than they have a meeting on Thursday which is tomorrow. Until I try it I will be against it because I have always felt that Starbucks was the place to go for good coffee. And I don't want that to change.

I never thought I would see the day that the "Premier Purveyor of the Finest Coffee in the World" would offer instant coffee.

I honestly don't care how good it may be. I don't care if it tested well in focus groups. I don't care if I am the ONLY person in the world who refuses to taste it. I don't care if it saves the Brand from more layoffs and store closures. I don't care if it's 20 years in the making and patented.

I really feel like Sbux has finally crossed a line that may be unforgivable. Please stop the madness. You are driving me away.

Matt and Mr. Shultz,

You definitely have a "winner" on your hands. I am extremely impressed. I took the Art's advice and let it sit for a few moments for "brewing"  Then I smelled it..... smelled just like fresh brewed coffee. I swirled it in the cup.....It had a little body, maybe not as much as fresh brewed but never the less for "instant" it was very acceptable. The I tasted it....... Wow! It had the signature "Starbucks" flavor that I love.  It felt good in the mouth, and tasted great! The finish was a little sour for my personal preference. But all around it was a great cup of coffee.

For me personally, there have been times when I have tucked a few tea bags in my purse when I thought there was a chance I couldn't get a hot beverage/coffee  and for those times I think Via would be a wonderful, acceptable  replacement for a hot beverage/coffee.

Thanks again for the opportunity to try Via.

Sincerely, Jolene aka Breve

This was exciting for me because I have a difficult time getting to Starbucks during the workday.  These would be great for desktop.  Although I'm committed to decaf and will hold off for now.  

I posted this idea a year ago on Starbucksidea page... any chance of getting any recognition?? My original post:

Cold Coffee to go!

GrtBean

3/19/2008 11:24 PM Create a coffee product that comes in those individual drink packets like the single serve powdered drinks except make it coffee flavored. Make it in either a syrup or powder form that you can pour directly into a 16oz bottle of water. You can introduce many flavors and a refreshing cold coffee on the go that you can keep in your pocket or purse would be a great hit!

@mguiste - I appreciate your marketing prowess to tout Via as the best thing since sliced bread. I understand that's your job and you do it well. And, I don't doubt that Via is probably the best instant coffee among it's competitors. It is what Via represents. Via revals that Starbucks has some senseless need to be all things to all people. I know that this is not going to be very popular - but Starbucks rose to the top of the world because of it's elitism. It was special, unique, and set apart from all others - there were no contenders. Baristas (like myself) were proud to be a part of something that was inarguably the best in the world. The high standards that were once non-negotiable have slowly eroded to the point that Starbucks has lost it's elite status. There is nothing special about it any more. There is nothing to be proud of. It has joined the herd, embraced the status quo, and acquiesed that it in the same league as DD and McD's. The proof is that they now have instant coffee. The only thing left is the installation of Soft drink machines and french fries on the menu. That's what Via represents to me. I once was driving a Lexus but with Via I have been handed the keys to a Corolla.

WOW!  I never had instant coffee this good.  Honestly, I cannot tell the difference between brew versus VIA!  Nevertheless, I still prefer the fresh brew coffee because it has bolder taste and fuller body.  The question is will I buy this product?  Absolutely!  When I'm traveling and stuck in a hotel without good coffee, this is all I need!

Thanks for the innovation and bring good coffee to masses and the world.  It's important to expand good coffee services to everyone including people who cannot afforard expensive drinks.  I know some die hard starbucks core customers are concerned about the starbucks image.  All I have to say is, as long as Starbucks provides the best product at the best price in the market.  It will be a winner.  Customers are smart and we compare company products all the time!

Keep up the great innovations and keep them coming!  I am so excited to be the customer in the last year because of all the new innovations!  

The truth is I love starbucks in the late 90s then I switch to Peets because of the premium image in California.  Now I'm back on Starbucks camp due to all these great innovations and GOLD card programs.  BTW, Peets is too expensive!  $1.70 for a small brew coffee versus $1.55 at starbucks here in San francisco.  Most of all, I enjoyed the starbucks online communities as well.  MSI, facebook, youtube, twitter...etc  what else should I look for in a great company that I love?

Howard’s Origianl Post - “…Whether you’re traveling, at your office or relaxing at home, you’ll never be without a great cup of coffee…”

Really???

*** When I Travel *** - I pack my clothes, my toiletries, and a pound of Starbucks Coffee. The hotel has a coffee maker.

*** When I Am At The Office *** - I brought my own coffee maker and put it on my desk along with a couple pounds of Starbucks Coffee. Within 2 weeks there were more people coming to my desk for “the good stuff” than there were in the break room. Within 3 months our company cancelled it’s weekly coffee service because few people were drinking it. The coffee drinkers in our office were willing to pitch in a few bucks a week to make sure we had Starbucks Coffee to drink all day.

*** When I am At Home *** - You have got to be kidding! How in the world does that necessitate an instant coffee?? What a marketing spin. I have spent hundreds and hundreds of dollars on home brewing equipment (even the crappy stuff) to make sure my coffee at home is as close to what I get in the stores as possible.

*** When I Am Completely Removed From Civilization *** - I often go camping, mountain biking, and hiking in remote areas where there is not a Starbucks for hours. Along with my gear I pack sandwich bags full of Starbucks Coffee to make sure that even in remote areas, I have good coffee.

@Mr Incredible, I am amazed by your attachment to Coffee maker and fresh whole beans!  The true is, I don't own any coffee makers at home and I HATE (again, hate) the process of grind, filter water, brew and wait!  I have no time.  I wake up in the morning, jump in the shower and go to work after!  With this new product, I can actually have good coffee before I go to work!  

TO STARBUCKS, I think you should market this None-core customers and sell this good stuff outside of the typical Starbucks cafe store.  My thought is walmart or dollar store.  Somewhere CHEAP to reach low income customers and have them experience the starbucks instant instead of Folgers.  Most importantly sell them oversea where most instant coffee is sold.

I'm afraid that I now tasted this good instant coffee, I will be coming to get the brew coffee less often to save money because I can brew this good stuff at home with just hot water!  Thanks!

@Jonny@SF - Actually, when I buy my coffee, I have the Barista grind it or grind it at the grocery store if I get it from there. I don't have time to grind it every morning either.

Also, I whole-heartedly agree with your marketing plan for Via. Keep it out of the Coffee shops and in the big box and grocery stores where it belongs.

Currently sipping Italian......

This has completely changed my view of instant coffee! Like others, I like it after it has set for a few minutes. I am not a fan of acidity in my coffee so maybe I would like Sumatra or Anniversary Blend more in Via. I will try Columbia tomorrow morning.

The packaging, genius! It reminds me of Japan. There are little packets of everything there. LOL

Overall I like it! Thumbs up. :-D

BUT..........Via can't take the place of fresh brewed coffee in stores and I don't want to hear it as an option to not have Bold in the afternoon. I can totally see me taking Via with me when I go on an airplane. Especially on long flights to Japan.

Tried Columbia Via today.  Nice.  Not as good as Italian to me.  But it does need a couple of minutes to set or brew or whatever you call it.  There was a definite difference between tasting it at 15 seconds versus 3 minutes later.  Tasting it after 3 minutes I am not certain that I would have guessed it was "instant".

Thanks,

Art

This afternoon I did a blind taste test, trying a short Clover cup of  Italian Roast side by side with Via Italian Roast. The barista knew which was which but didn't tell me. I <i>immediately</i> guessed correctly from just the richer aroma from the Clover pressed Italian Roast. Side by side, Via is thinner and less aromatic, but packs in an amazing amount of flavor. (I'd most certainly drink it every single day over PPR).  It really tastes like Italian Roast, but lacking in some of the richness of the real thing. I'm still impressed.

By the way, (I hate to sound egotistical for a moment here *cringes at myself*) I think that I have a pretty sophisticated palate, and I think it's possible that someone who is less familiar with Starbucks coffee might get tripped up between the real thing and the instant. Again,  I don't mean to sound quite so boastful in saying that, but rather I'm trying to point out how good Via's quality is.

Vi-onward!

Mr Schultz,

(Will someone really get this idea to him???)   My office is full of Starbucks fans.  We had in impromtu conversation about Starbucks current woes.  We ALL had the same idea!!!  LOWER YOUR PRICES (just thru the economic downturn).  We all agreed that during the "good times" we were all willing to pay the premium for the drinks we like - but for most (9women,1man), it's one of your fancier and fairly expensive (as "coffee" goes) drinks.  We considered it a worthy splurge.  We have all slowed our splurge buying these days. Four of us are having other bill issues.  THATS WHY YOU ARE HAVING YOUR DOWNTURN.  They all say we just don't go at all as oppossed to going for a "cheaper" drink, a tea, or an instant.  CONSIDER NOT PUTTING YOUR $$ INTO NEW DRINKS (we are happy with the drinks you have, that is what has made you successful to begin with).  PUT YOUR MONEY INTO LOWERING YOUR PRICES ON THE DRINKS WE ALL LOVE.  This will show your fans how much you really care about them.  We promise, a commercial that says "WE GET IT AND WE HAVE LOWERED OUR PRICES ON YOUR FAVORITE DRINKS"  would send us back.  And maybe not the 4-5 days a week we got in the habit of, it may only start with once - but once we get back to remembering how much we enjoy our Starbucks favorite, two days a week and maybe three starts to creep back into our morning habit.   Get it?  

Thanks for your time,  As soon as I see the commercial, I'll buy some stock!   All the best,

Your fans in Tacoma Washington

Good idea. Keep it up. also give a though about acquiring some brands. http://www.jambajuice.com/

great idea.. just can't order it as you don't do international shipping or sell from your UK site!

I wasn't impressed with Columbia but Via is still the best instant I have ever tried.

Well, I tried it finally. I had the Italian Roast and I can say that it wasn't too bad at all. It still won't be preferable to my press but in a pinch it will do nicely. This was the first time that I have ever had any type of instant coffee and I didn't die! Just amazing. Pretty decent product.

@Mr. Incredible you want to see more of SBUX moving towards non-differentiation > click below and check out this idea on the "Food" side  mystarbucksidea.force.com/ideaView

Wow! The Food Team has decided to drop fresh baked goods across the nation and get that delicious AIRPORT CARDBOARD FOOD in all locations!!  How can this be true??  The only BAD FOOD Starbucks experience I have had is the frozen and thawed stuff in the airports.  Other reasons this is a HORRIBLE IDEA > carbon footprint from trucks, damage to local suppliers, global responsibility, and on...and on....THIS IDEA MUST BE STOPPED!  Short term gain for cheap garbage food - long term loss of customer base!!

Is this true about the food?

The new VIA is fantastic - I only wish it came in decaf.

"Starbucks puts third corporate jet up for sale. That's three out of three.

The first is a 7-year-old Gulfstream V that Starbucks put on the market before December.

The second is a new Gulfstream 550 it bought in December for about $45 million and quickly put on the market.

Now the company wants to unload its third plane, a smaller, five-year-old Challenger 604 by Bombardier that seats 10."

WOW! Next thing you know Starbucks corporate management might even make changes to increase same-store sales necessary to salvage their dismal financial performance - like offer drip bold coffee (not Pikes Puke) all day every day, offer truly free wifi, etc.

“Starbucks Corp. Chief Executive Howard Schultz on Wednesday promised shareholders the gourmet coffee company will succeed despite the global economic downturn by taking on its competitors and offering customers a better deal.”

"Starbucks Coffee Co. will not only survive but we will succeed during this environment," he said. "I promise you that."

BUT, “in its fiscal first quarter, which ended Dec. 31, same-store sales dropped [an additional] 10 percent.”

[All of the lofty, unfounded proclamations on earth will not change the, going on five year, deterioration of Starbucks financial foundation (declining same-store sales). Without correction the Starbucks house of cards will eventually collapse. The problem is not the economy, it is inept corporate management.]

[Bold drip coffee all day, every day, truly free wifi, improved customer service, etc. would be a start…]

I received my VIA samples in the mail. (gold card)  I was really amazed that they taste so good and so 'non-instant'.   Then they gave them out as samples at my store and I have actually purchased a 12-pack.  This in no way replaces my morning pot that I brew at home, usually Verona...nor does it replace a bar drink that I get later in the day.  What I have used it for is:  I always have it in my purse so when I go to my mom's, and we have coffee, I don't have to brew my own little pot of whatever $bucks I have stashed at her house...(altho it still would not really do it for me as my first cup in the morning..need to brew...), and also I have it (VIA) at home once in a while when I feel overcome with tiredness and don't want to brew another pot.  I consider it a very good tasting emergency coffee-fix.  

This is the worst idea fro Starbuck's....when I read about it, I was amazed that Starbuck's would come out  with an instant coffee.  Shame on you!