Starbucks Instant Coffee?

The logo is all too familiar and yet the company has languished in recent years. After conquering every street corner, Starbucks opted for branding through record deals etc. instead of internal growth. The most recent venture is instant coffee. on February 17th CEO Howard Shultz unveiled Via, an instant coffee he claims tastes as good as Java brewed in the shop. While the attempt to provide yet another revenue source is welcome, I doubt Mr. Shultz’s claim and if my misplaced faith is correct, Starbucks would only further be diluting it’s brand. 

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