Experiencing Starbucks VIA® Ready Brew

Last Thursday, Me and several food blogger was invited by Starbucks Indonesia to taste their new product which is Starbucks VIA® Ready Brew. I also asking Cindy Karmoko ( the famous Fashion Blogger. lol ) to be my plus one that day. Yes people, Starbucks VIA® Ready Brew it's finally hits Indonesia since this product already launched in US and Canada since 2009.

Taking place in Starbucks Cideng ( recently open from about 3 weeks ago, the interior was nice ! :p ), this event started with a little brief from Ms. Corry Tjong, from Starbucks Indonesia about this new Starbucks VIA® Ready Brew product. According to the name "VIA" which is an Italian word means "Road", this product takes the idea that you can enjoy fresh brewed coffee anytime and wherever you go. For an introductions in Indonesia, Starbucks VIA® Ready Brew comes in 2 types which is Colombia ( Medium ) and Italian Roast ( Extra Bold). 100% natural roasted Arabica Coffee, chemical free, and yes, comes in a pocket size, doesn't mean they're reducing the quality.

Now it comes the time for us to tasting the coffee. It is say that they're using "micro - ground" technique that makes the difference from any usual instant coffee. The textures is more powdery though, not like granules and rough. Would be perfect if you are using 20degress boiled water, not recommended to use a plain or cold water. First, I'm trying the Italian Roast type. And yes, it taste strong and bold. It's just perfect to drink at the morning to kick your day.
Then the Colombia type, this one is more less strong but has a smooth nutty flavor. I think the level of acidity is more higher than the Italian Roast.
Both of it has an unique roasted smell, but I think I love the Italian Roast more. This product would be officially sold at all Starbucks outlets from 13th September 2011 ( only at Starbucks, not in supermarkets ). The price are IDR 25.000 ( 3 servings ), and IDR 88.000 ( 12 servings).


Well..... I personally think this product is really match with the nowadays lifestyle. We need everything to be quick, instant and easy. And yeah.. I know to make a good quality cup of coffee needs a lot more attention ( perfect temperature? mugs steaming? or tools like french press or posh coffee machines? ) But sometimes we just didn't had a time for all of that, and all we want to do is just to poured boiled water into the cups, and that's it ! ( but yet we still wanna taste nice quality coffee just like we bought it from the coffee shops )

Next, not only coffee products, Starbucks Indonesia also introducing a perfect match food to accompany Starbucks VIA® Ready Brew. Mr. Suparto Siregar as the Food Manager, give us a brief of the 4 types of new food that are gonna be in stores soon. The concept is a grab and go food, so you can put in your pocket and drink it with your Starbucks VIA® Ready Brew coffee :p
First is Hollander Cake, IDR 20.000, a round almond butter tart with raspberry jam filling. The almond on the tops gives a nice texture, and the raspberry jam taste nice.

Mile, IDR 19.500, Two piece of stick butter cookies with almond and caramel on top. Crunchy, but didn't quiet taste the caramel, nice to dip in your coffee :p *well I love to dip anything in my coffee

Bond, IDR 19.500, petite cookies with a strong cinnamon taste with chocolate and raspberry filling. Taste quite unique because the mixed between cinnamon and raspberry.

Toffee Cake, IDR 14.500, a mixed of vanilla & caramel cake with streusel topping ( like crumbs ). The cake is sooooo moist and soft, it's simply delicious!

I personally love Hollander Cake and Toffee cake as my fave.

We also given some nice souvenir before we go home. At the end of the day, I had a great time there, meets new people and food bloggers friends, also had the privilege to try Starbucks VIA® Ready Brew and food before it will be go public. Thanks Corry and Starbucks Indonesia for inviting ! :)

Ah and one info too, for all of you who also wanna taste this products, just go to their outlets at 19th - 23rd September 2011, they're having "Starbucks VIA® Ready Brew Taste Experience". Check out their Facebook Pages for more info ;)


Starbucks Cideng
Jl. Tanah Abang 2 No. 76, Jakarta Pusat
Facebook : Starbucks Indonesia
Twitter : @SbuxIndonesia

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Hi ! My name is Natasha. V. Lucas, based in Jakarta, Indonesia. What I do : Food Stylist | Food Photographer | F&B Consultant | Culinary TV Host | Social Media Managing For any inquiries you can email me to natashavlucas@gmail.com