So yesterday was National Coffee Day, where everyone was told to fill their java mugs and celebrate in a day filled with coffee drinking. Now I know that for me Coffee day is everyday, hence me forgetting to take part in this celebration.

Oh Well!

For those that were living under the same rock as I was yesterday or who was just so completely buried in work you never realized what yesterday was…

Did you know that Starbucks has expanded their empire to instant coffee now?

Thats right, yesterday Starbucks debut their VIA, the Starbucks version of “Ready Brew” instant coffee.  This coffee is available in Colombian Roast or Bolder Italian Roast, and are priced at $2.95 for a packet of three.

“I think it takes great courage for us to take our brand name — which we value more than anything in the world — and put it on an instant coffee,” CEO Howard Schultz said at a Starbucks VIA Ready Brew launch event Tuesday. “That’s not a move of desperation, that’s a move of confidence and the fact that we know this coffee will pass the test of time.”

For more…
Starbucks VIA Ready Brew is now available in all U.S. and Canada locations, on many United Airlines domestic flights, at Omni Hotels and select Marriott locations. It will also be available for purchase at REI, Office Depot, Costco, Target and Barnes & Noble.

From Oct. 2nd to the 5th, Starbucks invites customers to join the Starbucks VIA Ready Brew Taste Challenge at their local U.S. Starbucks location. Participants can taste Colombia Starbucks VIA next to fresh-brewed Pike Place Roast and challenge themselves to guess which one is Starbucks VIA.

All participants will receive a coupon for a complimentary Tall brewed coffee on their next visit as well as an offer for $1 off a Starbucks VIA Ready Brew purchase.

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What do you think about Starbucks VIA Ready Brew? Are you a fan?