Starbucks is possibly the only company that could pull off making instant coffee hip, and I'm not sure even they can do it.
Yes, I had to buy some VIA pods or whatever they're called. They're just so cool, and super-cute! (High praise from someone who makes purchase decisions based on packaging design.) I really wanted to like the coffee too. But it's pretty flat, and I never wanted to finish the cup, which is telling. Either variety.
Starbucks has pumped up the marketing machine for this one, complete with taste test comparisons and re-branding: not instant coffee, ready brew.
"It's made with the highest-quality, ethically sourced 100% arabica
beans. The magic is in a proprietary process, all-natural process that
we spent years perfecting. We microgrind the beans in a way that
preserves all of their essential oils and flavors. No other coffee
company takes this step, and it makes all the difference."
Starbucks' stock and earnings have taken a hit in the last two years, and I guess this is their way of offering cheap coffee to get recessionistas to come back to the brand. Or of getting a share of the grocery store instant coffee biz, which in spite of the fact that no one you or I know drinks the stuff, is a huge business. [Correction: my parents drink it. Anybody else know of someone?]
What I don't get is why they're willing to put their own coffee up to a taste test with Via. If Via wins or even ties, isn't that saying that Starbucks brewed coffee isn't worth the extra $2? They set it up to cannibalize their own business. I wish I was a fly on the wall during those planning meetings.
Yes, they're positioning it as a way to get Starbucks while in the office, on a plane, hang-gliding or whatever. But that's a pretty small market and they must be counting on in-home use.
Strikes me that Starbucks loses either way. Instant coffee drinkers (cost-conscious folk) probably won't buy the stuff due to its high price vs. other instants (and don't think those brands are not rolling out their own little pods). And people who think it tastes just like a Starbucks cup may switch cause it's a lot cheaper.
Anybody want to take me up on a bet on this? I say it's pulled within a year.
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