Starbucks VIA
http://www.huffingtonpost.com/howard-schultz/staying-real-in-an-instan_b_167381.html
Shouldn’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 below
Process:
Used high-quality, filtered water
Used electric kettle to heat the water to 200-degrees
Added the hot water and stirred
AROMA:
Semi-sweet dry cocoa smell
Dull, cardboard-like aromas as it cools
FLAVOR:
one-dimensional flavor -- roasty
lacks the caramel sweetness I expect with Italian Roast
BODY:
surprisingly medium-to-full bodied
as it cools a bit, it has adequate mouthfeel
FINISH:
slight acidic notes
lingering 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.
Shouldn’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 below
Process:
Used high-quality, filtered water
Used electric kettle to heat the water to 200-degrees
Added the hot water and stirred
AROMA:
Semi-sweet dry cocoa smell
Dull, cardboard-like aromas as it cools
FLAVOR:
one-dimensional flavor -- roasty
lacks the caramel sweetness I expect with Italian Roast
BODY:
surprisingly medium-to-full bodied
as it cools a bit, it has adequate mouthfeel
FINISH:
slight acidic notes
lingering 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.
Comment
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Comment by Alun Evans on June 23, 2009 at 2:28am
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Indeed... I agree and have posted elsewhere on BX. Smart, smart move. The future of coffee expansion for SBUX is not in USA or Europe, but in Asia- read China, India, Indonesia (and the phils ;p) . In these countries the current income of many of the people are $3-5/day. The traditional drinks- EBD's from a Starbucks store, are not going to be able to be purchased by this segment now... but making instants accessible to them now bodes well for growing the brand as the market changes. It is projected Asia Specialty Coffee market will grow 10%+ per annum over the next 10 years...
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Comment by Jonathan Espiritu on June 23, 2009 at 2:13am
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Starbucks is still reinventing and still thinking of new ideas to accomodate our customers.
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