Affordable Starbucks brew any time

http://lifestyle.inquirer.net/food/food/view/20101007-296371/Affordable-Starbucks-brew-any-time

A COFFEE craving doesn’t mean a mad dash to the shops anymore. Coffee lovers can now have their favorite drink any time of the day.

Starbucks introduces the Via Ready Brew—instant coffee that comes in stick packets. It’s not the three-in-one kind, though, but basic coffee granules that mimic the exact taste, aroma and flavor of a Starbucks brew.

“Via is made of 100-percent natural roasted Arabica coffee made through the patent-pending Micro Ground Technology, which captures the quality of our whole-bean coffee,” said Cos LaPorta, Starbucks Coffee Asia-Pacific president during the recent launch at 6750, Ayala Avenue, Makati. “It’s free of by-products or chemicals, has the same body and rich flavor, but this time, you just have to add hot water.”

Starbucks Via comes in three variants: Italian Roast, extra bold (red box); Columbia, Medium (orange box); and Italian Roast, decaf (blue box). All are available in packs of three (P130) and box of 12 (P450 for regular, and P470 for decaf). That means you can have coffee for around P50 per cup—much cheaper than ordering a short latté at P90.

Is this a move to make Starbucks coffee more affordable for Filipinos?

It’s an advantage said LaPorta, but Via’s purpose is to make coffee more accessible and available.

“Via’s tagline ‘Never Be Without Great Coffee’ means you can have it even if you are traveling, in the office, on the mountains, on the beach.”

Social activity

Starbucks, a 40-year-old establishment, has 160 stores in the country since it opened it’s first branch in 1997. The Philippines is the third country outside North America to offer Via, which is available in the US, Canada, UK and Japan. Such is the demand for Starbucks products here where coffee is a staple drink and “having coffee” has evolved into a social activity.

Some Starbucks branches held a challenge where customers were given samples of freshly brewed coffee and Via mix.

“They can’t tell the difference,” said Noey Lopez, president of Rustan Coffee Corp., local franchise holder of Starbucks.

Coffee education is also practiced in Starbucks according to LaPorta. Employees undergo a Coffee Masters program where they are trained in all aspects of coffee—kinds, purchasing, food pairings and presentation.

“For example, if someone asks for a low-calorie drink, they offer brewed coffee, non-fat lattés, Café Americano, Frappuccino Light or shaken iced tea,” he added.

Iced Coffee with Milk

¾ cold water

¼ c cold milk

Pour water and milk in a tall glass. Add Starbucks Via Ready Brew and stir. Sweeten to taste and top with ice.

Coffee Soda

1 packet via

1 c sparkling water

Sugar, honey, agave or vanilla syrup

Put Via in tall glass, add small amount of sparkling water, stir to dissolve. Pour in remaining sparkling water, sweeten to taste.

Mocha Malted Milkshake

1 packet Starbucks Via

½ c cold milk

1 c chocolate ice cream

2 tbsp malted milk powder

Blend together and serve.

Caramel Mocha Milkshake

Follow instructions for Mocha Malted Milkshake but substitute vanilla ice cream for chocolate and add caramel sauce instead of malted milk powder.