starbucks via: instant brewed coffee

Last June my California-based mother sent my sister packets of these, which she passed to me, not being a coffee drinker herself. I liked it a lot. It blew me away that I could have the taste of brewed in this convenient form.

Earlier this month, Via was launched in the Philippines. ¬†Starbucks Via Ready-Brew is, their website says, “not instant coffee as you know it. This is rich, flavorful Starbucks coffee in an instant.”

Okay, their copy could use some work, but what about the coffee?

First, the packaging. Via’s colors are red-orange, mustard, and dark brown, used extensively in the boxes of twelve and the three-packs. Why there are no six-packs, I have no idea.

If you’re a fan of design, as I am, these are sleek, classy, and conform to the Starbucks standard of style.

This Via double-walled tumbler has an inner metal container for the drink, encased in a plastic sleeve divided into compartments that hold up to six packets of Via. For the forgetful, this is a great way to ensure you’ll always have your Via wherever you go. Just remember to fill the compartments when empty.

The bottom of the Via tumbler unscrews for access to the stored packets.

I can’t resist merch! I already have the regular green Starbucks cup strap. The Via strap has more charms. I use these to keep my USB drives handy.

Try their three flavors – Colombia (medium), Italian Roast (extra bold), and decaf. What’s great is that Starbucks Philippines gives free single packets of Via with purchase.

This Via bearista makes my drinks and keeps them safe. Really.

Oh, the coffee? Brewed is in a league of its own, but Via tastes much better than the regular kind of instant coffee, coming much closer to the real thing. For that reason, it’s a fantastic innovation in caffeinated convenience.

Photos taken in available light with a 2-mp Nokia c3, except for the bear photo, taken with a Nikon Coolpix L21.

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3 Comments on starbucks via: instant brewed coffee

  1. dudaymd
    28 September 2010 at 10:05 am (3572 days ago)

    I can’t wait for their instant frap mixes!!! They could call it FASTFRAP or INSTAFRAP. Just add ice. Drool.

  2. JennyO
    28 September 2010 at 10:16 am (3572 days ago)

    Duday, wow, that’s something to look forward to here in the Phils! :)

  3. Bea
    28 September 2010 at 4:10 pm (3572 days ago)

    I was supposed to write about this (LAST WEEK) but I was swimming in backlog posts. My opinion of Starbucks going instant is just like how that dude in Ratatouille (3D animation) feels about microwave recipes. Haha! But you are right. This is the best instant coffee I’ve ever tasted because it’s the closest thing to brewed.

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