Wake Up Seattle! Instant Starbucks Is Coming!
Schultz deflected any criticism that "VIA" (far preferable to "INSTANT") might be an "offbrand" for Starbucks." Starbucks developed a patented "micro grinding" process for its VIA, using the same beans as its brewed coffee, but broken down in a way that dissolves them instantly in hot water. Taste testers were impressed, and maybe I will be too.