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Starbucks VIA

Posted by Hung Nguyen on April 23, 2009 at 4:13am
http://www.huffingtonpost.com/howard-schultz/staying-real-in-an-instan_b_167381.htmlShouldn’t Starbucks be more concerned with disrupting and reinventing their core retail business and not the instant coffee category? this question is from "brand autopsy".why starbucks? if people wants to chase a global dream, we should study from them. I respect them because they have build a coffee empire within short time. if you google "starbucks", millions sites talk about them. Amazing.Is anyone try it?why is espresso a magic? why does someone say " this is my espresso"? perfect bean selection, perfect grinding, perfect dosing, perfect tamping, perfect watching. it is my brew, my espresso.VIA, instant coffee, 98% is water. who dare to say "my coffee"?Johnmoore from "brand autopsy" tasted VIA and had some comments as belowProcess:Used high-quality, filtered waterUsed electric kettle to heat the water to 200-degreesAdded the hot water and stirredAROMA:Semi-sweet dry cocoa smellDull, cardboard-like aromas as it coolsFLAVOR:one-dimensional flavor -- roastylacks the caramel sweetness I expect with Italian RoastBODY:surprisingly medium-to-full bodiedas it cools a bit, it has adequate mouthfeelFINISH:slight acidic noteslingering Starbucks "roastiness"VERDICT:Rich flavor for instant coffee. Dull flavor for brewed coffee. Tastes like a milder dimensions imitation Italian Roast. I prefer the real thing and not an imitation.
Tags: starbucks
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