Via is not for connoisseurs
Well, maybe I am an untypical consumer, but my conclusion after a taste test today is a strong "No" for the Via initiative. There IS a very strong difference in taste, and it is certainly not in favor of Via. I could tell the difference right away. Via could sell well in supermarkets like yet another instant coffee brand, but to put it alongside the authentic Starbucks brand would be a travesty. I have a hard time seeing how this thing will succeed. The people who could buy it are those who don't care about the taste of coffee, and once they don't care, they have a million cheaper options. And for the people who do care, Via just doesn't make the cut even if they start selling it for 50 cents a cup.