Having tried Via before, I remember it being actually better than Starbuck's brewed coffee. The reason is probably that the quality of in-store brewed coffee can suffer (or benefit) from variation in its preparation whereas a vacuum-sealed tube of instant coffee will very likely always be the same.
Archive
Sep 29, 2009
News: Starbucks Via Test Challenge, October 2-5, 2009
Starbucks is enticing customers to try their Via brand instant coffee (coined "ready brew") by offering a taste test in comparison to their normal house coffee in their stores this weekend, from October 2nd to October 5th. As an incentive to come in and taste test Starbuck's Via Ready Brew, they are offering an "offer card" (read: coupon) good for your next visit for a free tall brewed coffee.
