Rumor has it that Starbucks will be introducing instant coffee to its Seattle and Chicago stores on March 3rd, 2009 and its London stores on March 25th, 2009. In addition to these stores, it will also be available at Target and Costco with the end goal of having the instant coffee available in all 26,000 stores worldwide by Fall 2009.
Starbucks is calling it “Starbucks Via Ready Brew,” which has apparently been in development for 20 years. Starbucks’ chief executive, Bill Schultz hailed it as, “Everything about this coffee stands up to the test of time… This is not your mother’s instant coffee.” A pretty bold statement for a pretty bold company. I think with instant coffee being a 17 billion-dollar-a-year industry, it’s a wise business decision to tap into these markets.
A pilot program for Starbucks instant coffee is definitely the way to go. With their brand being so universally well-known, it’s important to approach marketing a product with caution. What do you think?
Find out more from:
The Consumerist “Starbucks Instant Coffee To Debut In Seattle, Chicago”
Wall Street Journal Market Watch: “Starbucks has high hopes for its instant coffee”
International Herald Tribune: “Starbucks Coffee now in an instant”