Starbucks VIA™ Ready Brew

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This is not instant coffee as you know it. This is rich, flavorful Starbucks® coffee in an instant.

Starbucks has found a way to offer a truly great cup of coffee that you can prepare by just adding water. Other instant coffees taste flat and lifeless. Starbucks VIA™ Ready Brew is different – it’s full-bodied and flavorful, just like the Starbucks® coffee you know and love.

It’s made with the highest-quality, ethically sourced 100% arabica beans. The magic is in a proprietary, all-natural process that we spent years perfecting. We microgrind the coffee in a way that preserves all of their essential oils and flavor. No other coffee company takes this step, and it makes all the difference.

Starbucks VIA™ Ready Brew

Colombia
Latin America

Medium
Italian Roast
Specialty Roast

Extra Bold

Your comments about Starbucks VIA™

I absolutely love Starbucks VIA! I tried it this morning after my coffeemaker broke and was so impressed with the sample I received in the mail. Thank you Starbucks - you have a new VIA fan. I will def buy more
(31) - citychickadee Mar 25, 2009
I received a free sample of this. I like it, but you can buy organic instant for the same price - plus you get at least 5 times as much. This is too expensive. If it were less expensive, I'd buy it.
(30) - Sherbell Mar 24, 2009
I am amazed with this product. My brain kept wanting to say "This is instant coffee", but my taste buds argued that "NO, this is the Columbia blend from Starbucks." Great product, will definitely be getting some of it to put in the office.
(29) - Atteberry80 Mar 23, 2009
How many ounces of water per pack???? There is no indication on the package or trial envelope. I don't want to use too much water or too little when I try it.

:: 8 oz of water in the US and 6 oz in the UK.

(28) - ronseg Mar 23, 2009
I think the idea is great! Now I would love to try some! When is it coming to Canada?
(27) - nvb49931 Mar 23, 2009
It's awesome! Sometimes I want a cup of coffee in the afternoon and don't feel like cleaning out my coffee maker and brewing a pot. I plan on ordering some today. I have been telling everyone how great it is. Everyone wants it now!
(26) - JessM Mar 23, 2009
For an instant coffee, it was pretty good. Better than any other instant.
(25) - condolf Mar 23, 2009
people buy instant coffee, because there in a hurry to go to work, school, etc.. And also people who want to save some money. I like via, but id rather spend 70 cents more, and go to starbucks, and get a larger size, bolder cup of coffee.
(24) - srachitsky Mar 22, 2009
. I think starbucks would make a greater profit if they cut the cost for via, and put in to 10 oz containers, more people would buy it. It would be the most popular instant coffee. Some people can't afford to spend over $1 for one cup of coffee
(23) - srachitsky Mar 22, 2009
I mean Via Starbucks Ready Brew is good, but way to expensive. i personally, don't know if i would actually buy he via starbucks, due to it's price. I wish there was a box, or container with the instant coffee, that doesn't cost over $1 for instant
(22) - srachitsky Mar 22, 2009
It is suprisingly delicious. I'm a real coffee fan and was skeptical but now I'm convinced...
(21) - ikatz Mar 22, 2009
I was shocked that the Via Brew actually tasted good! I even did a taste test to compare it to my normal Starbucks coffee: http://legaladdictivestimulants.blogspot.com/2009/03/instant-coffee-is-not-coffee.html
(20) - jbdimples618 Mar 22, 2009
The experience is unbelievable! I love it.
(19) - pks Mar 21, 2009
I received your two samples. My roommate tried the Italian roast. She says she will stick to her French press morning cup. I tried the Columbia this morning and really liked it; but if you make an instant Sumatra, I'm totally in!
(18) - nojo99 Mar 21, 2009
Absolutely fantastic! Definitely not an "instant coffee." I'm looking forward to being able to purchase it in CA and not only plan to use it myself but sending it enclosed in greeting cards to friends. Thanks!
(17) - bjh Mar 21, 2009
Simply the best Instant coffee ever! Do they need a spokesperson for this product? I am the only one in my house that drinks coffee and this makes a cup simple and fast and with no wasted coffee.
(16) - mickcoffee Mar 20, 2009
Got my free packs today. I don't normally drink coffee after my morning cup, but I tried and it's great! The only "instant" coffee I remember drinking was the gross little packs that would come in the MRE's (Meals Ready to Eat) in the Marine Corps.
(15) - natec Mar 20, 2009
I haven't tried it because I am a decaf drinker and was so upset to find that you did not also offer it in decaf. Please tell me this is coming out very soon!
(14) - strbksjunkie Mar 20, 2009
Decaf, please?
(13) - RexKatWA Mar 20, 2009
I did a side-by-side, in-my-own-kitchen comparison of fresh-pressed Starbucks Espresso roast with Italian Roast VIA. I could 'see' the difference, but if someone had served it to me w/o comment, I might not have noticed. Wow. (please send decaf!)
(12) - HappinessCoach Mar 20, 2009
Since Starbucks stores discontinued offering a dark roast in the afternoons, this is the next best thing. Surprisingly good coffee!
(11) - chezshoes Mar 10, 2009
It tasted like freshly brewed coffee, deep and robust
(10) - dennis923 Mar 7, 2009
I love it. I need something light weight for backpacking. I have tried so many instant coffees, but have never been happy with any, until now. It is wonderful...thank you
(9) - vicstir Mar 4, 2009
Home Run! Maybe not as good as fresh-brewed from a Starbucks store, but better than anything brewed at home!
(8) - gary56ez Mar 3, 2009
It tastes just like whole bean Italian Roast.
(7) - jamek Mar 3, 2009
I’m just thrilled that we have something we can put our name on and be proud of—even instant coffee—and Italian Roast is my favorite.
(6) - Amy Mar 3, 2009
The first time I tasted via is was skeptical. I went into the tasting, not expecting it to taste good. And I was shocked. In fact, I couldn’t imagine the Italian roast I tasted was instant coffee.
(5) - Major Mar 3, 2009
The one I really liked was the Colombia with a touch of milk. It’s very sweet and has a nice body and is just a clean, wonderful cup of coffee.

(4) - Patty Mar 3, 2009
I was actually shocked that Starbucks was going to make an instant coffee. I was very skeptical. But after I tasted it, I was just as shocked that it was as good it was. My favorite is the Colombia.

(3) - Michelle Mar 3, 2009
I like the Colombia. I like the way it’s rounded, and it’s smooth and caramelly. I like the way the acidity comes out.

(2) - Dave Mar 3, 2009
The Italian Roast is all about roasty, sweet, chocolate notes.
(1) - Andrew Mar 3, 2009

What do you think? (in 250 characters or less, please)

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What’s in a name?

by Matthew Guiste, category manager

VIA™ Ready Brew packet We’ve had numerous questions from people interested in how we came up with the name “VIA”, for Starbucks VIA™ Ready Brew.

Does it mean “fast” in Italian? Some wondered. Nope.

Is it because it gets you “through” your day? Close!

VIA is an old Italian word for “road,” so we thought it was the perfect name for a Starbucks coffee that you can enjoy wherever you go.

But there is another reason worth noting. Flashback to the early 1990s: A customer, who was also an inventor and scientist, partly cracked the code for quality instant coffee and took a sample into the Pike Place Market Starbucks store.

The store manager was so impressed with the coffee she immediately phoned the company CEO, Howard Schultz, who was so impressed we hired this customer to start the R&D department. He was literally the entire department at the time.

Many good things came from that original technology (like the Frappuccino), but there were challenges to scale production of that instant coffee method.

Flash forward to the last few years. A number of major breakthroughs from the current R&D department (picture mad coffee scientists in white coats working in top secret labs in our Support Center in Seattle) made commercializing this method with the right quality possible, fulfilling the dream from that original customer/inventor so long ago.

The name of that original customer/inventor? Don Valencia. As we narrowed down to the final product name options, someone noticed that “VIA” was the first letter and last two letters of Don’s name. Since Don had tragically passed away in 2007, everyone gravitated to “VIA” as a well-earned nod to his efforts.