Today is an auspicious day in the coffee world. It's the day that
Starbucks unleashes on the world its new instant coffee called
Via. I can't believe that this day has come and must admit that it is a very odd play for Starbucks. They do know their audience and clearly the java jolt on coffee breaks isn't happening as often as they'd like so they've opted to provide the convenient option of instant.
As a coffee fan I felt compelled to try it. So how does it taste? The answer: Not bad. It's always tricky to render a verdict on something after a single tasting, but halfway through my first cup I can conclude that the Via is palpable. Maybe even good -- by instant coffee standards.
So with that the safari begins, oddly at the office and not in a Cafe.
