If VIA Sells, Anything is Possible
You got to hand it to Howard Schultz: He will try anything. Proof positive is the launch of his new VIA.
What is VIA you ask? It’s innovative, it’s tasty, it’s expensive and it’s something you shake your head and ask yourself, "Are you kidding me?"
VIA is instant coffee packed in a little tiny package about the size of a green bean. Each package makes one 8-oz. cup of Starbuck’s coffee. Oh, you can buy a 12-pack for about $10, or about 80 cents a piece.
Who is going to spend 80 cents for a cup of coffee that one: You have to have boiling water available and two: You have to have a cup available and three: You have to have something to stir the coffee available?
Schultz thinks millions will. I tried VIA and surprisingly so, it tasted like fresh-brewed coffee.
Coffee pods have become big business and sell for about the same price. However, you need a pod maker to make pod coffee. With VIA, you only need boiling water. So I thought about the instances that I would use VIA instead of my coffee maker or my visit to Starbucks:
Hiking and camping: Perhaps 3 VIA’s in the next 20 years
Airplane: Delta still offers boiling water for free
Stuck in a place with no Starbucks: Impossible
McDonald’s: Just to prove that VIA is better than their fresh brewed coffee
I hope VIA is a success. If consumers are willing to pay 80 cents a pop, then I’m thinking the re-invention of shampoo, conditioner, hand lotion and other packets is a must. Consumers surely want to use the same products when they travel as they do at home. And packets are TSA safe, convenient just like VIA. And at 80 cents each, affordable.
In fact, I am envisioning a whole slew of packet ideas. We already love them for ketchup, mustard, wet naps, sweeteners, and make-up removers. I’m sure Hershey will offer chocolate packets (better tasting than GOO). And how about Charmin packets? I have a lot of work to do because I can see modern civilization turning into a packet society. China, India, Vietnam will demand packets.
OK, I got to go and write all this stuff down. In the meantime, let me know how VIA sells Howard.
Happy Thursday!
September 24th, 2009 at 10:48 am
These will never beat Tim Horton’s coffee! I:-) ‘m a regular customer at Starbucks at this time of year. I love their Pumpkin Spice Latte! But I still only have it once a week. Too expensive and to fattening to have more than that.
September 24th, 2009 at 11:25 am
People will pay to enjoy things they like without the hassle. The investment appears small until you do the math per use. It would allow people to splurge once in a while if it is a pricey product.
Hey, instead of large bulk stores like Costco, we should have a sample or trial size store that carries everything in small packages! It would be a great marketing tool to get people to try new products without the high cost. Wouldn’t that be fun?
September 24th, 2009 at 11:51 am
It’s possible to get stuck in a place with no Starbucks…..Go visit the thumb portion of our state. My mother in-law lives in Bad Axe, and there are no Starbucks for hours.
September 24th, 2009 at 4:25 pm
I kind of like the idea. although i am a coffee pod owner, but i used to drink instant coffee. it would be great for travel but then i would need mini sugar packets, and mini coffeemate packets to go with the VIA packet. too many packets.. if only i had a larger packet to put all my packets in.
September 24th, 2009 at 4:48 pm
I drink instant coffee on a daily basis. I would rather drink a Grande White Mocha every morning instead but when the price went up over $4.00 per drink and I actually looked at the calories and the fat content. I had to stop.
I owned a coffee house for several years and still drank instant coffee every morning on my way to the coffee house. WHY??? Because for me it is the experience of drinking my coffee in the car while driving to work in the morning. I love the coffee house experience but I just can’t justify the cost anymore. I have my sons college education to think about.
Honestly, I think the VIA will be a big seller.
September 25th, 2009 at 11:38 am
As a regular coffee drinker I think these would be a god send when you are traveling.
You can have your normal dose (and despite what everyone says, everyone wants their OWN coffee as opposed to some random whatever- you-can-get-at-the-time brew) and travel light as well. Boiling water is usually easier to come by than coffee, in my experience!
The expense is more that brewing at home and it certainly would not replace that for me, but for on the go, this looks like the stuff!
I think it’ll be a hit…
September 28th, 2009 at 10:34 am
I run on Dunkin when I do splurge! To me, noone can even come close to the great tasting coffe that DD offers!!
I think VIA would be a great seller as well. Small enough to fit in your purse but big enough to fill a cup! Love the idea!
September 29th, 2009 at 9:03 am
So, I stopped at Starbucks and they are giving out samples of VIA – I’ll be sure to review it once I try it:)
October 1st, 2009 at 2:12 pm
Funny, I thought VIA was old news until I saw the drip vs VIA challenge on all the Starbucks windows. I actually bought my first 12-pack of it back in June. Both flavors are really good and if you don’t have a coffee machine, it saves time and money. Take the challenge the next few days. Bet you can’t guess right three times in a row.
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