It’s n0t only “Be Kind to Editors and Writers Month” and “National Chimney Safety Week,” (I swear I am not making this up), but it’s also National Coffee Day. Starbucks took advantage of the media buzz about this “national holiday” to roll out it’s brand-new, instant coffee: Via Ready Brew — available beginning today at the 10,000+ Starbucks stores throughout the country.
My buddy SoCalGal over at The Vacation Gals, who is a freak fan of Starbucks, got a sneak peek of the product as one of the company’s “Beta Tasters.” She gave me some to sample when we were together at a conference in North Carolina this weekend. While I don’t think it compares to a fresh-brewed cup of regular Starbucks coffee, it is a world above the weak coffee packets that are typically found next to the four-cup coffee maker in most hotel rooms these days.
You know what I’m talking about — those coffee-in-its-own-filter discs, that when brewed, turn out a drink that’s not much more than hot brown water. I typically fill the hotel coffee pots no higher than the “3 cups” line in an attempt to get a decent brew. But with Via Ready Brew this weekend, I just ran water through the coffeemaker to heat it up and poured it over the “microgrounds” of coffee, stirred, and added my non-fat dried milk (I hate those packets of coffee creamer, too).
Indeed, I found my mug of Colombia Via Ready Brew refreshingly strong with a slight nutty flavor. Starbucks says it makes this product with highest-quality arabica beans, which are ground finely and therefore “fresh roasted” flavors and aromas are fully preserved. Indeed, my cup up instant joe smelled like coffee should.
At $2.95 for a three-pack of Via, sold at Starbucks nationwide starting today, the product is not inexpensive — and it certainly costs more than Folgers crystals or Nescafe instant coffee (of course, it tastes better, too). I would not hesitate to buy some to bring along on my next trip. The slim, four-inch-long packets are made for slipping into a purse or pants pocket — super-easy transport. Not only is Via Ready Brew infinitely superior to most hotel-room coffee offerings, but it would be great to use while camping or even on the plane (ask for hot water, and voila, a fabulous cup of coffee). You might even find some already on your next flight: Starbucks says that starting October 25, Via will be available on select United routes.
Via comes in two roasts: medium Columbia, which I tried, and bolder Italian Roast. Keep an eye out for Via at your local Starbucks later this week, when participating shops will offer free taste-test samples, October 2-5.
