Starbucks Ready Brew Arrives in South Africa


Starbucks and Taste Holdings today launched its breakthrough Starbucks VIA™ Ready Brew at all South African stores expanding its coffee at home range that already includes whole bean coffee and Starbucks Espresso Capsules.

Image Courtesy Starbucks

Starbucks VIA™ is 100 percent natural roasted arabica coffee in an instant form that is rich and full bodied just like a fresh-brewed cup of Starbucks® coffee. Starbucks VIA™ is made with a proprietary, U.S. patent-pending microgrind technology to preserve the coffee's taste, quality and freshness.


“We know that a lot of South Africans still rely on instant coffee but we believe that even instant coffee needs to be premium. We believe that Starbucks VIA™ will change the way people experience instant coffee,” says Carlo Gonzaga, CEO of Taste Holdings.


Starbucks took 20 years to create a ready brew coffee that delivers Starbucks® coffee quality in an instant. Made with a U.S. patent-pending technology and the highest-quality coffee beans sourced from 3 percent of the world's top coffee, Starbucks VIA™ Ready Brew is 100 percent natural roasted arabica coffee.

VIA™ can be made by adding hot (or cold) water, which brews the coffee in an instant. With Starbucks VIA™ you can have a great cup of instant coffee that is rich and full bodied like a fresh-brewed cup of Starbucks® coffee. Put simply, Starbucks aims to provide an instant coffee that tastes as good as its fresh filter coffee and is targeted at coffee lovers who want convenience but find conventional instant coffee falls short of their expectations.


“We are confident that you won’t be able to tell the difference between Starbucks VIA™ and our brewed coffee and we’re inviting customers into our stores for a coffee tasting on Friday, 22 December,” Gonzaga concludes.


Starbucks VIA™ Ready Brew is pre-portioned into single-serve packets and is packaged in boxes of 12. It is available at all Starbucks stores at the suggested retail price of R75 for a 12 pack.  

Starbucks Coffee at home range:

The Traditionalist
Starbucks best-selling whole bean and ground coffees are perfect for the person who prefers to brew coffee at home. The traditionalist would enjoy the Starbucks® House Blend and Veranda Blend®.

The Party Planner
Starbucks® Espresso Capsules packs are ideal when entertaining guests whose coffee preferences vary, or when serving coffee pairings with a variety of dishes.

The Busy Bee
For the busy bee who does everything “in an instant,” Starbucks VIA® Ready Brew is their coffee solution. Made with 100 percent arabica beans, and offering a full-bodied, flavourful cup in an instant – just tear open the packet, add water, stir and enjoy. is an award-winning Digital Media, Marketing, and Advertising Company est. 2015, is a Member of the Independent Media Association of South Africa (IMASA), and Brand South Africa's Play Your Part Ambassadors, with a global reach of over 10 million

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