By force of brand, Starbucks has produced an instant coffee called "Via," which is touted as being exactly the same as Starbucks' whole bean flagship product.
Can this claim even possibly be true? Well, no.
After reading the Coffee Review's article regarding Via, I felt compelled to forward the information; I felt the need to share one point in particular. It is not often that I read something about the coffee industry that is simply brand new to me. When discussing large companies and their practices in marketing, the phenomenon of finding something new is even more rare. Today it has happened while reading the Coffee Review's article:
It was this last line that really took me aback. I should have known this! Of course the best coffees are reserved from Starbucks' own stores! This, if noticed by the average consumer, would drive the buyer directly to the retail outlet to buy their coffee, which in turn, would provide Starbucks Corp. with a greater slice of the profits. This is because when Starbucks sells its coffee bulk to grocers and the like, they must sell at wholesale discount- this allows for the middle-man company to profit in selling the outside product. Duh!
What I think is the saddest part of this story is that over the years, I have not been able to distinguish the "good" Starbucks coffee via its retail stores from the "less-good" Starbucks coffee via third-party outlets. Again, the statement that even the best of Starbucks is usually mediocre is obvious.
It seems like I rant and bash Starbucks quite a bit. I do. It is important to point out the beginning of the Coffee Review's article:
I like this point of view. Honestly, I just have not had a cup of coffee from Starbucks that has been any good. Seriously, I cannot point to a time when I have been truly pleased. This is why I have an intrinsic disdain for their coffee. The ball is in their court, I suppose.
Lord, help me. Deliver me from snobbish behavior and mindsets, not just in regard to coffee, but in all areas of my life. Help me to be all things to all men so that I might save some. Keep my head deflated and on straight.