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Seattle, Chicago and London Get A Preview Of Starbucks' New 'Via'

August 19, 2009 at 9:14 AM | by Omri | 0 Comments

How many times have you sat there thinking "you know, I could really go for a cup of Starbucks coffee right now, but none of the corporation's 16,120 locations are close enough for me to get to." If that sounds like a problem you encounter regularly, Starbucks has launched a new line of instant coffee that you can carry everywhere. Problem solved.

The new product is dubbed Starbucks VIA Ready Brew—"via" like "road," apparently—and comes in either Colombia Medium or Italian Roast Extra Bold. Just add hot or cold water. The only brick and mortar stores stocking the mix are in Seattle, Chicago, and London. If you do want desperately to try a cup though, you can order online from their website.

The magic behind Via is Starbucks' new grinding process that ostensibly preserves the beans' flavors. Fair enough, but this is still instant coffee. It's not going to be spectacular. That said, there are few corporations more branding-obsessed than Starbucks. If they put their logo on something, let alone on something that has to do directly with coffee as opposed to food or music, it's going to be way above adequate.

Ultimately, we're still not sure when you'd ever be so far from a Starbucks location you'd need instant coffee. But if you're addicted to Starbucks and you're planning a trip to the back of a cave in an undiscovered wilderness on the surface of a distant planet, this might be something to look into.

[Photo: Starbucks VIA Ready Brew]

Related Stories:
· Starbucks VIA Ready Brew [Official Site]
· Starbucks Coverage [Jaunted]
· Coffee Coverage [Jaunted]

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