AMO

Instant Starbucks trounces the competition
But how does it stack up against the real thing?

By Jessi Raechelle

n September 29, 2009, Starbucks
O introduced their very own instant
brewed coffee, Starbucks VIA

Ready Brew. As a former Starbucks
employee and a coffee “snob” I was
sceptical of this at first— Starbucks gone
instant? I was hesitant to try this instant
coffee, as I have never tasted an instant
coffee that I have enjoyed, and that stuff at
the office? Forget it!

Starbucks VIA Ready Brew is 100
per cent naturally roasted and contains
no chemicals, artificial flavours or
additives. It’s made with 100 per cent
micro ground Arabica beans; there are no
other ingredients to this coffee. Right now,
Starbucks VIA Ready Brew is available in
Italian (a specialty blend extra bold roast)
and Columbia (a Latin American medium
roast coffee). Are you a decaf drinker? Well,
unfortunately, Starbucks VIA Ready Brew
is not available in decaf until November 17
and will only be available in U.S. stores.
There is no date set for the launch of decaf
ready brew in Canada. Starbucks VIA
Ready Brew is not only available in stores

8

across Canada and the United States but
since Oct 25, Starbucks Ready Brew is also
available on selected United Airline Flights.

After doing a bit of research I decided
it was time to bite the bullet (since there

whole bean coffee and is short of the smoky
sweet essence of the whole bean Italian
Roast.

Starbucks VIA Ready Brew is sold in
packs of three at the price of $3.45 CAD

“While Starbucks VIA Ready Brew is superior in flavour compared to
other instant coffees, when weighed against Starbucks’ whole bean
Columbia and Italian Roast, the results were not comparable.”

are no added chemicals), so I tried the
Starbucks VIA Ready Brew for myself. And
guess what? I enjoyed it! Now, although
Starbucks VIA Ready Brew is a good
alternative to other instant coffees and

your office sludge, I can’t help but wonder,
does it measure up to the real thing? While
Starbucks VIA Ready Brew is superior in
flavour compared to other instant coffees,
when weighed against Starbucks’ whole
bean Columbia and Italian Roast, the results
were not comparable. Starbucks VIA Ready
Brew lacks the balanced, fresh walnut
flavours that are prominent in the Columbia

or packs of 12 for $11.95 CAD. Each
individual pack makes 240ml (lcup) of
coffee, which is the size of a short cup

of coffee. If you are a fan of the grandé
sized coffee then two packs are needed;
otherwise your instant coffee will be left
flavourless and watered down. A short cup
of coffee (240ml) at a Starbucks café will
cost you $1.55 before tax. The pack of three
estimates out to $1.15 per 240ml of coffee,
and the 12 pack approximately $.99 per
240ml. Starbucks VIA Ready Brew ends
up saving you roughly 40-55 cents per cup.
However, if you are that person who likes

 

a grandé coffee (at $1.95) then you are
not saving yourself anything. In fact, you
are actually paying more for your coffee
by doing it yourself rather than having
someone do it for you.

With flavour and cost in mind, I would
have to conclude that it is worth the extra
time and dollar to stop at Starbucks on
the go or to make a fresh batch of coffee
at home. For those who are in a pinch for
time I recommend buying a pound of coffee
from Starbucks and make it freshly at home.
Set your coffee maker up the night before
so you can wake up to that freshly brewed
coffee smell all coffee drinkers love. It
probably takes just as much time for you to
boil a kettle of water for your instant coffee
as it does for your coffee to brew while
you are in the shower. If time is not of the
essence for you and you like the Starbucks
experience (like myself) then you are better
off purchasing your java from the friendly
baristas at your favourite Starbucks café.

 

 

Fuming? Nodding? Tell us what you think;
contact opinions @ theotherpress.ca with
your opinions.

 

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