That’s pretty cool that you take the time to read around and see what’s up in other parts of the industry, I appreciate you not only reading this but responding as well.

Now, forgetting about costs and marketing for a moment – I can understand why someone would have a use for instant coffee (like you said, flying, in a hurry, etc.), however I fully believe that this is a giant leap backwards in educating customers on coffee. All the care and work that goes into making it, from the growing and picking of the cherry on the farm all the way through to the barista serving it becomes forgotten and irrelevant.

I’ve yet to come across anything worth doing that is ‘instant’, and coffee is no exception.

@ Micheil
I haven’t ever been to Australia myself, but I asked a friend who knows the scene and he gave me 3 places.

Mecca Espresso (can’t find a website)
Sydney, 67 King Street / (02) 9299 8828

The Source Espresso, Sydney
http://www.thesourceespresso.com/

Brother Baba Budan, Melbourne
http://www.brotherbababudan.com.au/

These are all in Australia and should provide you with more coffee than you’ll know what to do with.

I’d like to try some of these more up market beans, but I can’t find anywhere that will sell / ship to Australia, any suggestions?

Thanks for the thoughtful post and analysis. As an employee for Starbucks of course I love the “Starbucks is wonderful” blogs, but I always learn so much from a post like yours, so thank you.

For me personally this product isn’t about saving money vs not (though it is less expensive than a cup of drip from a store, for sure), but more about giving me the opportunity to have great coffee when I couldn’t otherwise.

There are many times in my life–while flying, in hotels, camping, visiting my father who lives in a very rural part of the country, or just when I’m in a hurry sometims–when it’s difficult or impossible to get good coffee. VIA gives me an option. Others are reporting being excited to use it in an office that has “bad coffee”, but I obviously don’t have that problem.

Ah! Jesse, you have hit on something I’m finding very interesting as I read blogs: there is a theory out there that the ease of making VIA (3 of the 4 fundamentals are taken care of for you), will lead more people to learn to love good coffee, and indeed, be a launching point into the world of high-end coffee. I think we can all agree that’d be a good thing!

Thanks again,
Matthew Guiste
Starbucks

BTW, email me your address and I’ll be happy to send you some samples.

yeah this move has nothing to do with wanting a slice of the multi-billion dollar industry that is instant coffee. The ‘helping of the ecomomy is more likely a reference to those who buy a cup of coffee (or three) everyday as big enticement of instant is convenience. The half price instant cup that (supposedly) tastes just like a cup from Starbucks is now more appealling to that customer base. They’re after the Maxwell House and Folgers crowd. With luck however, some instant coffee drinkers will

-move to starbucks brand instant coffee
-then move to starbucks brand specialty coffees
-and from there why not explore more of the world of specialty coffee?

I doubt many current coffee drinkers will revert back to instant, especially after giving it a taste.

I hope so anyways.