Starbucks (SBUX: 20.56, -0.06, -0.29%) launched an instant brew on Tuesday as the upscale coffee giant looks to take a slice of the $21 billion
global instant-coffee market.
Twenty years in the making, Starbucks Via will be available at all U.S. locations and eventually in supermarkets. The company
is introducing a taste challenge this weekend to invite customers to try to tell the difference between the new brew and its
freshly-brewed counterpart.
“We know that as more people try this product, more people will like it and adopt it into their daily routine so they will
never be without great coffee,” CEO Howard Schultz said in a statement. “We’re so confident that you won’t be able to tell
the difference between Starbucks Via and our brewed coffee, we’re inviting customers into our stores to see if they can tell
the difference.”
Starbucks said Via is pre-portioned into single-serve packets and packaged in books of three for $2.95 or boxes of 12 for
$9.95.
In addition to Starbucks stores, the new coffee line will be available at outdoor gear and apparel retailer REI, United
Airlines (UAUA: 9.39, 0.26, 2.85%) domestic flights of over two hours, Omni Hotels and select Marriott (MAR: 27.68, 1.01, 3.79%) locations.
“With a $21 billion global instant coffee business, and instant coffee representing 40 percent of overall global coffee
sales, we believe Starbucks is uniquely positioned to capture a significant share of this market,” said Schultz. “We believe
there is tremendous opportunity to both grow the current instant coffee market as well as introduce consumers to an entirely
new coffee occasion.”
