Starbucks Instant Coffee, Via, Debuts Today

by Blaine Metzgar | September 29, 2009 at 08:39 am

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Coffee conglomerate Starbucks debuts their latest java concoction Via today nation-wide, National Coffee Day coincidentally enough. Via is an instant coffee perfect for people on the go; think of it like crystal light only chock full of caffiene and socially conscious to boot.

VIA is a new patent-pending microground creation, which uses no harsh chemicals and is made from ethically sourced beans -- grown and bought in a manner fair to farmers.

Starbucks has been on a publicity blitz with Via since February when it was released in select markets across North America. Starbucks CEO Howard Schultz stated with the release of Via the company has embarked on their largest advertising campaign since its founding in 1971.

As part of the campaign, customers can taste test VIA Columbia Blend and the Pike Place brew side by side, guessing which cup is the new microground instant coffee. As a reward for completing the test, which begins Oct. 2 and runs through Oct. 5, coffee tasters will receive a coupon for a free brewed tall coffee the next time they come in and $1 off a VIA purchase.

Via is set to hit grocery store shelves next year but for the time being can be purchased at your local Starbucks for a price of $2.95 and $9.95 for a 3 and 12-pack respectively.

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