Advertising Age reports that Starbucks has been working for decades on instant coffee, and are about to launch it into the market. The new product will be called Via, according to reports, and is being called "soluble coffee".
"The instant product has been many years in the making and is designed
to mimic the taste of store-bought Starbucks -- the point the company
is expected to make in its marketing for the brand."
It might be the right economy for this product, but I have never thought the brand was about the taste. I've spoken to many who don't care that much for the taste of the coffee, but they like the store experience, and the convenience of connecting at locations everywhere for informal meetings.
Can you take a "third place" experience home with you
