Today’s a big day for America’s biggest coffee empire, and not just because it’s National Coffee Day. According to The Associated Press, Starbucks will begin selling instant coffee across the U.S. and Canada, and they’ll back the effort with their first-ever television ads.
Starbucks has already begun selling the insta-java (called Via) in Chicago and Seattle, and it will also be sold at Marriott hotels and on some major airlines, along with grocery stores next year.
It’s a risky move since people are so particular about the coffee that transforms them from zombies to functioning humans (I know I am!). But Starbucks could make a lot of dough with the effort, since the instant coffee segment is worth an estimated $21-billion. Apparently instant coffee is currently all the rage in Europe, and in some countries, it accounts for 80 percent of all coffee sales. Via is also a good alternative for consumers who are cutting costs, since it will only be $1 per cup.
I guess I understand why you might buy this stuff in a grocery store and make it at home – but if you’re going to take the time to go to Starbucks, why drink instant powdery stuff when you can have the elixir of those deliciously aromatic roasted coffee beans?
For other ways to celebrate National Coffee Day, you can enter the creative writing contest at Filter Fresh or check out McDonalds, which is giving away free cups of Newman’s Own coffee at selected locations on the East Coast.
Comments
Jessica
September 29th, 2009 - 2:00:27 PM
$1 for coffee you make at home? Uhh.. no thanks. Not exactly a deal.