Starbucks Via

Starbucks Via

Instant Starbucks coffee?

Oxymoron?

Perhaps.

The main draw of Starbucks has been the “Third place”. A place to hang-out, to meet friends, business associates, to ponder the meaning of life and the universe, that sort of thing. To turn that experience into a instant cup of coffee you make at home just doesn’t seem like it would work. Introducing Starbucks Via!

To me, it doesn’t.

Let’s get back to basics. The coffee at Starbucks is average. Worse on some days and better on some. The beans aren’t the freshest and the barista’s skill plays the other part. Some days, I actually insist the barista remake my latte or cappuccino. Instant Via tastes quite poor actually. I actually find it’s made from over-roasted beans and it tastes overly bitter, flat and lifeless. You pay RM12 per cup because it’s the whole experience. The ambiance, the place, etc. I can’t see myself paying RM2.50 for this tiny satchet that doesn’t really taste much better than Nescafe Gold! Two strikes.

If you’ve taken the red pill in the world of coffee then you would know the truth out there. Stale beans make lousy coffee. It’s unfair to compare Via to my week-old roasted Five Senses of which the difference is like night and day. I compared to Nescafe Gold and Alta Rica as well as house brands such as First Choice and Jusco selects.

The results? Not good. They all taste rather similar. I would have expected the Via to stand out a bit. After all, there’s a taste promise that goes with the Via. In Italian, Via can have many meanings, but for me, Starbucks Via means way, and it’s way out the door. Doesn’t make my coffee grade one bit.