Testing Starbucks' New Instant Brew

NEW YORK (YouTube.com/AdAge) -- A panel of seasoned Ad Age newsroom coffee junkies surprised themselves Wednesday when they were unable to tell the difference between Starbucks' new instant coffee and the chain's in-store brew. The blind comparison taste test was conducted with some of the first samples of Via, the "soluble" powdered coffee Starbucks is launching this month. Watch the four-minute video of the test in progress.

Category:

Entertainment

Tags:

• advertising
• coffee
• gourmet
• Starbucks
• instant
• soluble
• powdered
• Via
• test
• taste
• tasting
• brew
• brewed

[megpossell]

Could you say "ahh" or "umm" a little less. It is distracting.

[khunopie]

why does he keep saying " if you will "?

[9HereticPrincess9]

He should just say instant and not "soluble" that makes the coffee sound disgusting. I hate Starbucks anyways though. Bunch of yuppies with their laptops and snobby attitudes!

[cstockett05]

sweet!

[MissCandyK]

@khunopie I'm not sure he knows the exact meaning of the phrase

[TheMotherfer]

You guys had the taste test for this months before "the similarity campaign" that's now running in their ads.

[swimmerkev]

When you are comparing it to bad coffee to begin with, it's not hard to taste "as good".

Also, what a poor test. 2/3 of your panel made judgments because of a clear temperature difference. The temperature should have been constant.

[sylersays]

I cant wait to do some taste tests in our store. I tried a "partner sample" yesterday and couldn't taste a difference.