It blows Folgers instant crystals and Taster's Choice out of the
water. I bought a small bottle of Folgers instant just to make sure
it still tasted the way I remembered; unfortunately it did. Via doesn't
have that metallic tint or grindy edge.
But
Starbucks isn't looking to convert Folgers Instant drinkers. It's
looking to convert its normal customers, for whom the bar of approval is
much higher. Via nearly
succeeds. The flavor is identical to the normal house-blend Colombian. There's that mild nut
overtone and a slight hint of sweetness with a light finish that makes
you feel like you're not getting coffee breath (though you are). The
Italian roast is bolder with a touch of clove and that same mild nut
flavor.
The portion-size is small, though.
Each serving is recommended for an 8-ounce cup of
coffee. I can't remember the last time I saw an 8-ounce serving of
coffee. In a standard mug, 8 ounces of water looks puny. The Colombian blend tasted best at around 10
ounces and even at 14 ounces, the Italian Roast was still good.
There's a problem, though. With a normal cup of coffee
you take a sip, swallow and that's it. With Via, you take a sip,
swallow and it feels like there's a thin layer of film coating your
tongue and cheeks. You take another sip and the film adds a second
layer. The filmy feeling never quite goes away. If there's a
reason people aren't going to use this product, that's it.
But Via is attractive because of it price. The price per serving in a 12
pack is only 80 cents. One pack of Via costs half of a tall drip coffee
from Starbucks and tastes just as good. Plus it's more convenient.
Currently, Via is only available at Starbucks stores in Chicago and
Seattle, but you can buy it online and eventually Starbucks wants to
sell it in grocery stores. At that price, it's sure to be a hit -- filmy feeling and all.
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