Today is the launch of the Flavored Starbucks Via. I’ve mentioned it in previous blog posts. There are four flavors: Caramel, Cinnamon Spice, Mocha and Vanilla. I went into my local Starbucks downtown and saw them actively sampling the Vanilla Flavored Via. Starbucks says that 60% of their customers add flavors to their coffee and that “this is the right thing to do.”
I’m a little bit confused how this happened to me, but I’ve pretty much become a Via fan. The two original varieties (Italian Roast and Colombia) won me over: Maybe I’m inherently lazy and I liked the easy solution to an afternoon office cup of coffee. My work’s coffee is horrible. I’m a little bit less enthusiastic about the Iced Via. And as of today, we get “flavored Via”. I think it will definitely appeal to a distinct niche of customers. Right now, Caramel is my favorite flavor, but that is subject to change!
Howard Schultz (Starbucks CEO) tells partners to share Flavored Via “honestly, with humility” and “with enthusiasm” all in almost one long sentence. It’s all do-able. If I were a barista, I would have no problem recommending flavored Via to my customers. I would love to hear how the Via launch day is going for others.
And on a completely new topic, Andrew who produces the “Starbucks Passion” blog, did a short email interview of me, for those of you who are interested.
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I got to try the caramel and i have to say it wasn’t bad at all
i can’t wait to try the other flavors
i find via has it’s place, quick fixes for when you can’t get better coffee, it certainly isn’t a replacement
I wish they also sold mixed packs instead of all single flavor
Via launch went great at our store. We made 200% of our goal and it was a huge hit. I will be bringing some of this stuff home this week and trying my hand at cooking with via. I heard it’s great in cream cheese. Any cooking ideas?
We sampled Vanilla VIA this morning. Honestly, from what we sold, most of it sold itself. People who like mocha in their pike place roast seemed intrigued. People who drink caramel macchiatos got caramel. I don’t know what the numbers were, but it felt like people were mostly into it. Although I slightly smirked when a customer said “I don’t like flavored coffee.” I wanted to cheer them on and talk about french presses… but there was a line. 🙂
Mocha is my favorite as of now. The new Via is actually really good with just steamed milk (like a Via latte).
The Starbucks I frequent was sampling the Vanilla VIA today. I am not a fan of vanilla flavor in my coffee at all or flavored coffees, so this wasn’t for me. I thought it was really sweet and they did have a pitcher of milk you could add…but after a few sips it was too sweet for me to even go there.
I will try the Mocha and the Caramel in hopes I find those more enjoyable…but I don’t see me being a fan enough to really recommend them. Though I am sure they do have their niche, I agree with AmazonV, they are not a replacement in my book.
Melody,
Will you be doing a blog simply devoted to Starbucks Reserve. I think selling instant coffee and then microlot coffee is part of the schizophrenia at Starbucks. They want to have their coffee frappuccino light and whip cream too.
@BostonStarbucksRebel – That’s a good question. I always struggle with what is the best way to present coffee reviews. I prefer to do it in the context of some actual coffee tasting, which means few coffee blogs. I could just write about it flatly as my own experience drinking it, but it’s actually hard to figure out the best way to write about coffee.
I bought a box of every flavor… A bit expensive for my liking. The cinnamon spice isn’t bad but a little strong.
I don’t particularly care for flavored coffees, but I did try the mocha, and liked it well enough that I’ll be getting that in the future! Cinnamon Spice next… 🙂
Happy launch day of NEW Starbucks VIA(R) Flavored Coffee! 😀
I ordered this. http://www.starbucksstore.com/products/shprodde.asp?SKU=313997
My friend receives it and he will send that to Japan. So, I can try the NEW Starbucks VIA!
Attention! To San Francisco residents.
The German who is going to buy up Starbucks VIA(R)Flavored Coffee will appear in Starbucks stores in San Francisco next week. Please buy Starbucks VIA Flavored Coffee before he makes the shelves of the store empty. He is danger. LOL
Great! But I thought the 14th of October was the release day…but okay…:D
Can’t wait to check that out…4 days for me to wait. Then I am in SF and go shopping!
@Nob
HaHa!!!!! 😀 😀 😀
You are AWESOME!!
But I agree…so everybody who’s living in the Bay Area: Take your last chance till Sunday to grab the new flavored VIA. The stores will be empty by next week after my shopping-tour…:p
BTW: Nice statement by Howard…he is the coffee-god on earth!
Melody the interview with you is great and your passion for SB shines through. Keep it up as your blog is one of the best around!
The new flavored VIA sales are going well at my store. I believe largely in part because we laid such a good foundation last fall with the launch of the original VIA Ready Brew.
Last fall we weren’t trying to sell VIA Ready Brew as much as we were trying to sell the idea that instant coffee could actually taste good. I believe we gave customers the opportunity to experience for themselves and many wary consumers were won over– instantly.
Now that we’ve sold that idea, it’s much simpler to sell the flavored VIA and actually, it sells itself.
Cinnamon Spice is my absolute favorite of the four. Closely followed by the Mocha. Although that would more than likely be due to the fact that I have a bit of a love affair with cinnamon. Vanilla is the one flavor that I didn’t care too much for. In my opinion, its a bit…off.
I drink Mochas but don’t really like the Mocha flavored one, I prefer the Vanilla and the Carmel.
My store has sold almost none so far but our regional manager came by and talked to us about not pushing the selling of the VIA but instead to focus on the connection with the customers when we talk about it.
@Stephanie – I’m sorry to hear Via sales aren’t going really well for you. I know my local store was very happy that whatever it was that they set themselves for their daily goal, that on the first day at the end of the day, they were only a few dollars off, and number two in their district.
@Sebastian – I’m excited that you’re in San Francisco right now and you can buy it there! I really can’t get down there. Too much work right now!
@GAStarbucksGirl – You make a great point that the stores that got people to like Via don’t have to resell customers on the idea of instant, but rather just have to throw out flavored Via as another possible choice for them!
Having been a key employee of the company back in the “good old days” (I started when there were 12 stores and quit in 1993, shortly after they went public) it saddens me that this final nail in the coffee of Starbucks having any quality standards or definition of its brand is being greeted with enthusiasm by some.
“Flavor the cup, not the bean” was always the philosophy at Starbucks, Peets and indeed every other pioneer specialty roaster who cared about, and offered, the actual taste of coffee. Believe it or not there was a time, and not long ago, when hand-grated dark chocolate on a Caffe Mocha and almond syrup were the only adulterants other than whole or 2% milk one could get at Starbucks – and even those were offered with regret.
This link sums up the company’s sad descent from “Peets for the masses” to “We’re kind of better than McDonalds, but a lot pricier:”