VIA: instant coffee from Starbucks

Although this post is not about Turkish coffee, I think it's important for the coffee market and coffee lovers...

I've just read an article in the Economist about Starbucks' instant coffee move.

According to article, Starbucks is aiming to win a share of the $17 billion or so the world spends on instant coffee that has not improved in decades. Starbucks' instant coffee is called Via, which comes from Don Valencia, the firm’s first head of research and development.

This news is really interesting. What I wonder is not just the taste of this instant coffee. There're also questions from the marketing side. This new move will definitely have effects on brand equity and brand positioning...