Hello Starbuck’s New Via Ready Brew!
I divorced myself from Mariage Freres’ tea Opera for one night! Separated of all that is cultured and holy in 5,000 years of tea history. I took a red hot sports car to the land of Starbucks to sample their new Via Ready Brew. Starbuck’s Coffee educators (CEs for short) helped me catch up with the vast world of coffee farms. Below is my scoop on their new instant coffee. I’ll tell you flat out, it was really good!
I might be a tea aficionado but I have coffee skills too. Albeit rusty, when it comes to jazzy java tasting! There was definitely a bold, full bodied integrity in flavor, with a silky texture attributable to their proprietary system of micro grinding the 100% Arabica beans. Assured of no loss of volatile precious component factors? How can instant be just like fresh brewed? Watch the Starbuck’s movie here. I’m not totally sold, but the C.E. professor hipped me to the facts, whilst I proceeded to get super hyper, sipping, and soon hopping like a Sicilian ristretto slurping frog. The CEs and CEO assured me that all you need to make this is good water, even cold water. Is this just like when instant orange drink Tang was invented, during the nostalgic days, of the first man on the moon? Starbucks Via Ready Brew is available in some international markets and will be available to everyone in the United States on March 3rd.
The Starbucks team offered a demonstration which illustrated why the usual instant java is not off the hook. There is something to be said for premium quality origins. The extraction process can either procure or decimate intricate flavors. I like the sound of their super-duper secret technology. Starbucks was offering free samples which immediately got scooped up, but you can sign up here for a special offer that corresponds with the product’s official release.
At the event, Chefs were asking, can I rub this on lamb? My Dad used to do this quite often (swift trick). Can I make tiramisu? Yes, and more Yes to tutti Signorina Via. There are two versions, Ready Brew Italian Roast Coffee and Via Colombian. I have not tried the Colombian yet.
My usual overbearing, editorial styling, tell us how you really feel Fumiko… can’t shut me up opinion, is this: I love tea. To make a great cup of tea takes a bit of attention. It is my life. As Jay Leno said last night “Starbucks is just a way to spend more money on a regular coffee.” He mocked the Venti, Vino, Va vah voom. Hey Jay, I thought you were the King of speed racing Indie 500 get your mojo, mocha life? I agree with Jay in this respect. There are a few variables involved in creating an above the pale cuppa. Are these variables assured, when you have a superior source for beans under average conditions? Will the average Starbucks barista follow the golden rules every day? What about making your Starbucks blends at home? Hard to get the same results? This is where their single origin instant brew may be your ticket.
You could be brain dead, and still make a delicious cup of Starbucks Via Coffee. The small vacuum sealed micro sized packages are super for on the go sippers. They made it right before my eyes, and I tell you it is pretty hard to mess it up! It is a 10 oz gig. So, If I were not already sipping fresh percolated coffees by the beloved Italian family that I live with, where Coffee is given the respect, amore, dolci it truly deserves… Look out, the new secret weapon would be “Starbucks Via”, and its sultry creamy texture of micro-grind. The CEO swears it took 20 years to mastermind its ultra fortissimo java grooves. It stays hot since you don’t have to run down the street to get it! Via Ready Brew can shimmy and say “Don’t you wish your coffee was hot like me?”
No more waiting in line Jay Leno, and here is their spiffy, what appears to be racing car paraphernalia: Starbuck’s-Via-thermos-astro-cup, called “Ready Brew Tumbler”. Let’s get ready to rumble! They come in packages of 12 for $9.95. Your basic buck a cuppa Joe otherwise. Starbucks CE peeps were super kind. Thank you for inviting us! But tell me, does Via mean Joe in Italian? 
