Drinking Coffee All the Time

Very nice to be able to blog again after a longer-than-appropriate absence due to travel, remarkable opportunities, and a myriad of personal reasons...needless to say during that time, coffee kept me aloft. But more on that later. Now, I'm all about Via TM ---or at least trying hard to be an enthusiastic supporter---it's definitely not Sanka or Folger's. Starbucks' introduction of their new “instant” coffee on October 2 nd was advertised as a significant event in coffee history. Admittedly, the “ taste test ” was a great way to roll out their latest brand innovation. And from a branding perspective, the early execution was perfect. In the great tradition of “Coke vs. Pepsi,” “Tide vs. the leading competitor,” and “Apple vs. PC,” the baristas handling the taste test used suspense, ironclad methods to guarantee blinding, and lots of hype to entice people to partake. Brewed vs. instant---which is which. I'm happy to say that I identified the Colombian brew in contra