Starbucks Coffee

Excellent! I'm sure many people will be totally surprised by the Via Taste Challenge!

Howard,

How about your Starbucks fans in Canada?

Excellent taste!  I am sure it being so finely ground makes a difference in how it immediately blends smoothly.

Nice job !  Maybe more choices other than the two you have now?

Excellent product. I am developing recipes to use it for cooking with. My friends love the Lattes I make them at home with VIA...lots going on in my test kitchen - a book for Recipes with VIA coming up for teh Holiday season!

My passengers in 1st class was served Via without their knowledge. After they were done drinking, I asked "Did you enjoy the coffee?" They all loved the coffee. I then gave them a card that came attached to the coffee packet. They couldn't believe that they were drinking instant coffee. I then gave them a free packet to take with them.

One lady did say that it was too strong. I think that's because the packet is measured for a mug instead of a china cup.  Something to think about.  People will learn to measure for their own taste.

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I am still having a hard time wrapping my head around what STARBUCKS was thinking by throwing so much good money after this VIA product.

While it may be just my opinion, this is the wrong priced product, entering the market at the wrong time.

While so many people are scrounging to make ends meet, asking over C$1.oo per VIA single serve- and that's for ONLY an EIGHT ounce serving, is ridiculous.

While the market for INSTANT coffee, on a global scale, may be huge; STARBUCKS does not have the wherewithal to compete against the giant marketers out there who can produce a 'similar' product for 1/7th to 1/8th the cost.   And to think there are plans for a bottled product!  At what retail price $20.oo?  $25.oo?  STICKER SHOCK is a very real deterrent no matter how great the product is.  

While STARBUCKS VIA may be head and shoulders over ANY of the competition I've tasted, I can't justify the cost STARBUCKS is asking for a three pack, or twelve pack.

While STARBUCKS may have spent many years developing this fine product; licencing the technology to someone else would have likely been the way to go.

To me, STARBUCKS VIA is nothing more than a further dilution of the STARBUCKS brand. From licenced concepts that offer second rate service- and often alienate some STARBUCKS customers- READ AS GOLD CARD HOLDERS, to buying STARBUCKS bagged coffee at a Walmart. STARBUCKS is certainly one of the most recognizable brands in the world- why risk tying it to another failure? (I luckily purchased a large number of bottles of STARBUCKS liqueur before that venture came to an end.)

Howard, PLEASE prove me wrong. My biggest fear is that if people actually, and truly came to be convince that they can brew a decent cup of INSTANT STARBUCKS coffee at home- why would people bother going to STARBUCKS for drip coffee???

And, I must note- why have TWO VIA blends- and then compare them to PIKE PLACE ??? Wouldn't a FAIR comparison be to have VIA go head to head with Columbia or French Roast?

I live in the Chicago area so have had VIA for quite  few months, and I am a fan..for special needs only...... when I am unable to brew a pot, whatever, and ONLY the Italian Roast.  In any case, have been doing the 'taste challenge' every where I go these past couple days and here's what I think is ....? .... misleading: in all the places I've been, they're testing the Columbian VIA vs PPR.  those 2 are not so much different from each other in the first place.  Why only the Columbian?  or is this only regional?  (we all know why ONLY PPR :(  all in all, I'm glad you're bringing it around to the rest of the country,  I've talked to a couple friends in other states who received it in the mail and are very happy about it due to the nature of their professions.  

i fell for this marketing gimmick, including the special VIA travel mug that so conveniently holds the VIA packs.

I was probably the first one to buy it at my local SB location on Saturday morning ...

$48 later (for one box of VIA & travel mug)  I get home, make it, then fill the travel mug up, and low-and-behold, my newly made hot coffee is bubbling out of the edge of the well screwed on lid.

This travel mug is a piece of garbage - I turn it over, and notice "MADE IN CHINA".

Is Starbucks not able to produce these in North America?

I"m returning the whole, kit & caboodle to my SB today.

And I'll let the Barista's (who knew pretty much nothing about this product to begin with) my experiences.

BOO, Starbucks.

What a disappointment for a loyal customer.

Though instant  coffee has been around for a long time, if customers indeed buy this product over the long term you have added sales and profits to the Starbucks Corp.  Instant coffee is one way to go, but like I submitted in one of my ideas, experiment with whole cacco or chocolate bean.  Could you try roasting them them in a lab to produce an ideal flavor? Could they then be ground to espresso fineness and have a concentrated brew emerge like an espresso coffee? Could sweeteners then be added and combine this with hot milk,  like a late or added to a late to produce a kind of a supreme moccha? A machine could be constructed to automatically grind and brew the hot chocolate or moccha per serving.  The chocolate bean grinder portion of the machine should be visible to the customer to show the freshness and for show to generate enthusiasm.  There's no telling the idea will work until you market test it in some key stores.  Then, there was my idea of using a superior sugar free chocolate syrup with a comparative taste test like you're doing with the instant coffee.  I did my own taste test at a competitor's coffee shop and found the flavor of the sugar free syrup to be the same as what must have been a high fruitose corn syrup  or Hersey's- like syrup.

Good luck with the instant coffee!

Gameplan

to dobermanmom:  I agree with you about the tumbler..... (and China, but, sadly, try and find almost anything of a certain nature that isn't made there).  In any case, I too bought the tumbler, was dismayed to find the same not-well-fitted top, BUT have realized almost ALL the tumblers are that way today.....UNLESS you get them fastened exactly right.  I'm not trying to endorse or talk you into anything, I'm just saying, I have that same tumbler, bought it last March, and found I had to fasten it (like a couple others I have) just exactly right (several tests) or it will leak.  I only need mine occasionally so not a huge deal.  If I were still taking this to work at 5:30A, I 'd probably be looking at it differently.  Of course, Starbucks should be doing something about this, all the way around.  I wonder who reads these posts.....anyone????

At least your Starbucks mentioned the Challenge. My local one did not mention the Via, I asked about the Challenge and the cashier told me she had no idea. Very poor for a manager to not make sure shift leads are not informing their partners. So, I have not tried it. I really would like to have tried a sample of it without having to purchase a whole pack.

I am big fan of Starbucks, the instant coffee idea give me some thought, they target people who love drink starbucks, but consumer drink starbucks for many reason, My reason to drink this are combination of starbucks culture and stronger taste coffee. I would love to smell the coffee bean in the store and look at the layout, enjoy the music, talking to the people around, the happy staff and enjoy my coffee. I belive a lot of people like me. although they proved this instant coffee have similar taste, everyone agree this taste, "Are they really going to buy it"? and also look at price 3$for 3package if I add one dallor I could have 3 cup(tall) coffee with sugar&milk in the store, or 3shot of Grande Americano. and for their target group starbucks lovers, who like enjoy their coffee at home/office or on going, they are so easily to swichover other cheaper brand instant coffee. The ads and the taste challenge absolutely awarness the good starbucks instant coffee image, but not immediately to boost sales.

But there is potential market out there we need to keep eyes open it, especially Asia market Chinese market.largest instant coffee market there. Using Starbucks brand image and reputation about instant coffee tasting in North America,extending some instant product line mocha,Cappuccino. Will be good competitive product in China.

Again,I’m glad you have launched a new product and that the stock is trading over $20.00 per share. I hope a new product like espresso brewed hot chocolate can be developed using the espresso method of extracting chocolate flavor from finely ground cacco beans.  Strive to establish loyal customers at each outlet, though you also cater to transit customers. Each Starbucks store is a geo-sphere surrounded by businesses, professionals, and other loyal customers.  Become involved in geo-sphere by establishing a symbiotic relationship with the businesses, professionals, who can be or are long term repeat customers.  Work together with them to offer them perk programs to reward their employees for achievements in their professions or businesses they work for.  Managers or Starbucks executives could outline a reward program with the management to offer employees perks, such as a Starbucks card if they achieve certain goals.  A perk program could be set up to reward the customers of businesses in the area who shop at a particular store or use the services of a particular professional.  As I suggested earlier, each location should be easy to find or signs and directories posted to show the location of a Starbucks in a mall.  Business cards with maps on the back could be printed with the location and surrounding landmarks.  For example, within  gyms near a Starbucks,  posters could be put up as part of a reciprocal business relationship you could create with this business showing a map locating the nearby Starbucks.  Yes,  you can find Starbucks store locations on the internet, but not everyone is prepared to do this when they are in the vicinity of a nearby Starbucks.  Then, of course, if a product isn’t making money or a location is simply unprofitable, there is no sense continuing sinking good money after bad.  Remember to capitalize on the growth of emerging economies, taking necessary measures to avoid safety and other business risks.  From the plantations, to the factories, to the stores be sure to localize the distribution within foreign countries to save costs and utilize the lower costs of production, rent, building materials, purchase of land, and labor. Labor costs in foreign countries can be viewed as construction costs and employee operating costs.  You may want to price your products differently than in the US to capitalize on the increased demand at an affordable price, since the standard of living is different in many foreign countries.  Some of Starbucks business ideas may be derived from things your competitors are doing.  An improved internet café idea might be feasible.  Study the internet café on 5th and Pine Street in Long Beach CA.  Take a look at Simpolgy on Broadway and Linden Street in Long Beach, CA.  They had a huge pumpkin, cream cheese, chocolate brownie that was pretty good.  The atmosphere there is nice too.  Anyway, though the stock is high now, many things can be done to improve Starbucks to widen it’s lead and continue to rise above it’s competitors.

Yours truly,

Gameplan

I saw a few Starbucks ads on TV.  Are they generating more income? Are they justifying the cost?  Are the ads appealing to the viewers, offering something exciting and new? Are they promoting value to the viewers?  There's still a world of pastry ideas that could be tried.  Perhaps try them on a small scale first to see if something hits.  Taste may be different for different parts of the country.  Different countries have different tastes.  My brother suggested something salty.  Chocolate, coffee, slightly salted pretzels?

Again good luck!!!

Gameplan

On second thought you or someone coming to Long Beach to see Sipology at Linden and Broadway might not be worth it.  They're probably making money but they're much like a regular Starbucks.  They have a second level, nice furnishings, lanterns on the upstairs tables, and a gallery next door. You still might want to check it out. But can it compare to  the atmosphere at Starbucks at the south side of town, in Lake Tahoe with the fireplace inside?

I note your competitor It's a Grind is larger than the Starbucks across the street, but it has only one cash register, it is pricer, and the pastries though different are not that original.  They have crousants with meat and cheese inside, chocolate cheese cake, peach cobbler, cupcakes, and coffee in thermo bottles.  

Still there are competitors or other coffee shops around the world that may be trying things that Starbucks could adopt and not only adopt but improve upon whatever they try.

 What I'm concerned about is handling the rushes.  You want to pump as many customers through a Starbucks as possible to maximize profits, but you don't want the customer to be unhappy waiting in a long line.  There's always work to be done as to how to expedite a rush.  Also how to increase business in what is presently the slow times.  At night, like I once suggested, you could have a traveling circuit of musicians, promoted ahead of time, maybe charging a cover charge perform at different Starbucks stores.

 I'm still convinced that a Starbucks location should develop the geo-sphere surrounding the location.  The manager or a Starbucks representitive should visit the surrounding businesses.  To get in the door of the business, start by offering a  free gift or promotion to business.  Then, a business plan could be presented that would benefit the business by offering it's employees or customers incentives for achieving the businesses goals or as a perk to it's new or repeat customers.  Another avenue to reach the businesses is to encourage the managers to belong to business organizations such as: the Chamber of Commerce, The Kiwanis Club, the Jay-C's , The Lions Club,  or other such organizations.  Then, as a member, not only would Starbucks be doing good things for the community, this would be an opportunity for Starbucks to outline a mutually beneficial business deal.

 This may be a refinement of previous ideas, but I admire Starbuck's success and don't want you to let up on what can be done to make your company even better.

Yours truly,

Gameplan

KeKe Dragon writes: "But there is potential market out there we need to keep eyes open it, especially Asia market Chinese market.largest instant coffee market there. Using Starbucks brand image and reputation about instant coffee tasting in North America,extending some instant product line mocha,Cappuccino. Will be good competitive product in China."

I absolutely agree!  However, losing site of the BIGGER picture- CHINA could never handle the prices STARBUCKS is asking for their VIA product.  Competition is fierce, and any share could turn out to be a remarkable windfall.  I will note, living in Toronto, and frequenting a major Korean supermarket, on a more than weekly basis; I am acutely aware of the presence of  massive displays of a 'major well known brand' of 'instant coffee' all in a single serving stick, including cream and sugar.  And, to push the point home- they RETAIL for UNDER C$16.00 per hundred sticks.  Whereas, the STARBUCKS cost for 100 VIA STICKS would be over C$80.oo.  While this argument may be somewhat disingenuous, as I may be accused of comparing apples to oranges- I can't help thinking with my wallet.   I care deeply about the STARBUCKS brand, and shake my head wondering whether this is just another wrong product, being introduced at the wrong time- no matter how great it really is.  Please prove me wrong.  I'd hate to see VIA a footnote in a marketing text- right next to NEW COKE !!!

While I am here I must add the following that I have never seen mentioned in any of these threads regarding VIA.  I learned many years ago while studying commodities in economics, that there was a direct correlative for the sale of frozen concentrated orange juice, and the quality of the tap water within a given area.  I wonder if this holds true for instant coffee?  If an area's given water is less than acceptable will VIA sales suffer?  And, where relatively pure water is readily available, will the sales of VIA flourish?

Just an idea that the marketing people at STARBUCKS probably never thought about.  And if they didn't- WHY NOT ???

Wow people are posting long here. I have not thought about this like my masters thesis. I tried the challenge - and figured out the VIA - but still was really really impressed with the product no matter what. I also got a discount this AM with my coffee, 10cents I got a three pack. Bottom line I like the product and could see keeping a few around my office for when I want a cup in a pinch and do not want to bother brewing a whole pot. I have not tried instant coffee in YEARS and this makes this old product interesting again.  

Suite2100- some of us are just overtly passionate about thoroughly expressing our ideas.  

Curiously- a posting by STARBUCKS offering FREE VIA samples:  "Don’t have any Starbucks VIA™?  No worries!  We will send the first 20 people to post a comment below that says “I need Starbucks VIA™” 20 sticks so that you can show us how you would use it for the occasions below (see rules)."  elicited this type of response:

An identical "I need Starbucks VIA." repeated about 27 times, out of over 53 comments.   Only two, or three, actually added PLEASE !!!

So, while I may not consider the length of my response as a Master's Thesis; If those at STARBUCKS take the time to give us their best, I think that STARBUCKS deserves the best of what I can freely offer.

Though entertainment would be a method of boosting slow periods at Starbucks outlets, it would make no sense to promote and have a concert if no one is in town to attend.  I was in Long Beach yesterday and it was so slow I wondered where everyone went this weekend.  One of the keys to success is to plan such an event, well in advance with the scheduled date and time it will occur, when people are around.  Also, hire musicians with a track record of attracting attendance.   Not all locations will be suitable for this,  since some downtown areas are like ghost towns at night.  I’m thinking college campus areas could be good locations, maybe some downtown areas, ski resorts during the ski season,  like the Starbucks near Heavenly Village Shopping Center, , and the grounds where festivals are held.  Timing could also be in sync with a community planned event, like when we had “A Taste of Long Beach” a couple of weeks back on Pine Street or perhaps during the holiday shopping season.   If Starbucks sets up a temporary outlet at a festival a tent could be erected , large enough to accommodate a concert.  The cost of the musicians might be paid by the general admissions fee to the festival or by submitting tickets the people buy for rides or for food.  In the case of a planned event at a fixed Starbucks outlet, the event would ,of course,  be promoted well in advance.  Admission would be charged to enter the Starbucks at the time of the concert, and employees would work the attendees more aggressively then under the usual circumstances by hustling the crowd selling beverages and other Starbucks’s products like muffins and foods, your strawberry banana Vivannos, and other snacks. This would generate revenues and profits for Starbucks.  To expand seating capacity, a tent or canopy could be erected on the grounds of your Starbucks outlets that are situated on enough land where there is room to do so.  The aftermath of these concerts might instill a sense of the outlet “is a cool  place to go”  in the minds of those who attended , such as college students or even older adults and young people for that matter.

Yours truly,

Gameplan

I’ve offered many suggestions to improve Starbucks performance during it’s evening slow times. I suggest having a music concert during the evening hours.  Promotion of the event would precede the event several weeks in advance.  Ticket sales could be done in advance of the concert date as well.  Live entertainment could fill the void and generate more income through the show itself and through sales of Starbucks products during the event.  If the attendees enjoy the event, they will come back  more frequently to enjoy the experience of dining on Starbucks’ products.

Choosing musicians to perform at Starbucks’s stores would be a challenging task, yet it could be done if a common denominator is found at least on a regional basis.  The type of music people enjoy is very diverse.  What would customers pay to hear? Would they like jazz, blue grass, Reggie, happa, country music, hip hop, classical, rock, big band era music, New Orleans style,  something like Bruce Springsteen, Brazilian music, or some other style of music? What pleases some would annoy others. To address this problem, though daunting, is still feasible.  One approach would be to create a web site and have local musicians submit a short DVD or CD and download it to this Starbucks site.  Then, have the Starbucks patrons vote on their favorite musicians. The results would be considered on a regional basis.  I think the results would give rise to some demographical favorites.  Such results may indicate that college students would want a rock group or some pop artist to perform at their campus Starbucks.  Maybe a Bruce Springsteen kind of group would be popular in Philadelphia.  Hawaiians like Reggie and happa music.  (I know this because I’ve been to Hawaii many times and visited many clubs like The Mai Tai bar and these forms of music always draw a crowd),  Blue Grass might do well in Kentucky,  Missouri,  Tennessee, and West Virginia.  City dwelling New Yorker might enjoy jazz. In the French Quarters of New Orleans Dixie jazz and Billy Buffet style music  is always popular.  Though, it’s impossible to have say Glen Miller play at a Starbucks, there is what as known as ghost bands that play in his style.  With electronics a few musicians can replicate the sound of a whole orchestra playing.

  That’s not to say that it’s impossible to choose a common denominator.  Perhaps something that’s different, or exotic, to most Americans, and foreigners for that matter, would be really good  Brazilian  music.  Their music is a blend of many cultures.  It has good rhythms and texture.  I’ve listened to some of their music that’s rather bland, but some Brazilian Samba music can really stand out.  

To expand seating capacity tents or canopies could be erected where there are ground outside the outlet.  If a canopy is erected the zone could be roped off.      

Yours truly,

Gameplan

Eventually Mr. Schultz acquisitions may be the way to go.  As you know you could even buy businesses make them more profitable for a while and sell them off.  Cold Stone might be one such business that would interest Starbucks.  I even read once they were successful in Atlaska.  They might have a long ways to go in developing the US market and foreign market.  Anyway, it's something to look into.  Study the business, it's market, profitablity and growth potential.  It might not be something you could buy, but then again who knows unless you study the worthiness of such a venture and present an offer.

Coffee to me is the nectar of the gods, so I was skeptical of the new ready brew product.  I realize their is a huge instant coffee market outside of the U.S.A, but I didn't think Starbucks would ever enter into that arena.  I visited my local Starbucks to give it a whirl (really to just to get the free cup of drip coffee they were offering just for trying the RB), and I was completely fooled by the comparison.  I couldn't distinguish the RB from real stuff, and I am a self proclaimed coffee snob.  

BTW, this morning I set my coffee grinder on very fine, ran some beans through it, and then poured it into some hot water....pretty good.  I don't know if this is the recipe Starbucks uses, but it worked pretty well.  

I personally hope it takes off for them as I am a huge fan and frequent customer.

Mr.Schultz,  

I hope you can successfully brew chocolate as you do espresso coffee.  Chocolate like coffe is like a bean that is roasted.  Like coffee you should be able to grind it to a specific fineness and force high pressure steamed water through it to produce  an espresso strength chocolate liquor.  Then, like  an espresso, heated milk could be added including a froath.  Sweetener would also be added maybe just after or during the brewing process.  Some modifications may be necessary because the properties of chocolate may be different than coffee.  Perhaps, to create a successful brew, it may be necessary to create a different size of the filter holes.   After each brew the machine may have to go through a rinse cycle to wash away gummy deposits.  I don't expect it to be a cake walk to design a chocolate espresso brewer, but through experiments a reliable system could be designed.  Why try this? Well, it's unique, the flavor may be better, and you might save money by buying the cacco beans rather than processed chocolate.  Something new like this may be a "hit" with the customers.  If a machine could be built to do this try it out on a trial basis in a few key locations before going national or international.  If it works great, if not, well OK you tried something different.  The idea may have applications for the chocolate industry in candy making or something else.  Who knows, you could patent it and sell off the machine.

Here's a food product that might sell,  roasted garlic and lemon humas with peta bread warmed before serving.  Humas is also good with pepper chips.

Try selling hummas and pita bread at Starbucks.  I tried hummus with pita bread at a Greek and Arabic restaurant.  I also found and tried it from a grocery store. I like the roasted garlic and lemon flavored hummus. You can decorate hummus with tomatoes, with olives and various spices. Depending on your taste, you may increase or decrease the amount of tahini. Some people like hummus with more tahini and some like it with less. Both the hummus and pita bread taste better warmed.  

 Like with any new product try it at a few key stores.  If it sells well expand it to others.

Maybe I am getting old.  However, I remember what a COKE marketing exec once said regarding The PEPSI CHALLENGE.  When asked what that COKE rep thought about PEPSI delivering millions of cases of PEPSI product across Canada and the United States.  The comment went something like this: 'Not only won't people PAY to drink PEPSI.  PEPSI actually has to pay people to go around and give it away for free.'

Standing in my local STARBUCKS store- taken aback, when I actually was totally unaware of the current "12 Days of Wishes" promotion, I was offered not ONE....but FOUR FREE packages of VIA!!!! (a $100 gift card purchase)  I couldn't help but think of that COCA-COLA executive, and how apropos his comment.

VIA may be the best damned instant coffee out there.  However, I fear that at some point VIA will become this centuries' NEW COKE.  (Even Coke has its skeletons!)

Yestreday, as part of the "12 Days of Wishes" promotion- it was BUY 3 VIA, and get a FREE pack.  A woman came in and purchased TWO packages.  She was told by the Barista- if you BUY THREE- you'll get the FOURTH one  FREE.  She politely declined.

Hearing this, I stood there, shaking my head.  So, now STARBUCKS is paying people to give VIA away for FREE- and the customers won't even accept it!

So, so sad..........

On another note- visiting another local STARBUCKS yesterday (on my way home)- I inquired about what tomorrow's (today's) WISH was.  After checking the sign, and noting the SKU- an exhaustive search revealed that that location had NO- NOT ONE SINGLE RED TUMBLER in stock.

And the Barista had no clue what to say.  Other than Sorry- we don't have any.

What we have here is an emperor who truly has no clothes- and NO RED TUMBER to offer.  

Will this location provide a substitute item?

Will this location tell people to go to another STARBUCKS?

Some people are legitimately seeking information.  Some people actually WANT the products offered.  Delayed information, misinformation, both in Canada/US and the UK helps no one.

Either way- this is no way to run a promotion.  

It's getting to a point beyond embarrassing.

I hope someone, anyone is listening.

I fear Via will go away because it is a good price point compared to buying a brewed cup of coffee at a restaurant or a Starbucks, but it isn't a good price point relative to the price you can make coffee for at home or other brands of instant coffee.

That said, I purchase Via. Why?  Because it's versatile.  It is also hands down the best tasting instant coffee ever produced in my opinion.  I've bought 24 packs from Costco and given away the 3 packs as stocking stuffers and gifts trying to encourage people to get on the wagon (and I really am usually not that type).

So, I stumbled on this because you are discussing the China market above and how it would never fly there and you might be surprised.  I don't know your numbers so I could be wrong, but there is a significant layer of people who can afford it.

I am moving to China next week and I'm sitting here researching whether or not I need to stock up on it before I go.  I can tell you that if I bring a ton of those over, I will not be handing them out like water the way I am now.  They will be used sparingly.  I was really hoping this product was available in China.

I seriously hope that Starbucks is able to recoup the cost of R&D&A(advertising) soon so that they can take a chunk out of the price and bring it to a more reasonable point for what it is and the rest of the world can enjoy it as well.

Well, I do like the Via coffee.  Know why?  Id doesn't have to be Pike's Place!!  I am now becoming a loyal visitor to Pike's Place coffe.  They brew several different types each day.  That is what I used to be able to get from the Starbuck's stores I visited.

I have been a loyal fan until you introduced Pike's Place and made it the brew of the day every day.  I think you have made several marketing mistakes, but who am I to say that.  Just an ex-loyal Starbuck's fan who hopes you will change back to a coffee shop and I can becoime a fan again.

Tried it 1st time today. Compelled to write. Better than I thought. Even though I was out of milk (which I usually take with coffee) the flavor was exceptional and a very good feel in your mouth. I'm already planning this as a stocking stuffer for my dad who does long raft trips in the spring with terrible coffee.  You nailed it!