Free Starbucks coffee taste test starts today

Starbucks, the giant java company with a storefront on a street corner near you, is joining the instant coffee market with a free taste test in every store beginning at 10 a.m. today and continuing through Monday, October 5. The national chain officially introduced VIA Ready Brew, its trio of...

By Lori Midson

October 2, 2009

[
        {
          "name": "Air - MediumRectangle - Inline Content - Mobile Display Size",
          "component": "12017618",
          "insertPoint": "2",
          "requiredCountToDisplay": "2"
        },{
          "name": "Editor Picks",
          "component": "17242653",
          "insertPoint": "4",
          "requiredCountToDisplay": "1"
        },{
          "name": "Inline Links",
          "component": "18838239",
          "insertPoint": "8th",
          "startingPoint": 8,
          "requiredCountToDisplay": "7",
          "maxInsertions": 25
        },{
          "name": "Air - MediumRectangle - Combo - Inline Content",
          "component": "17261320",
          "insertPoint": "8th",
          "startingPoint": 8,
          "requiredCountToDisplay": "7",
          "maxInsertions": 25
        },{
          "name": "Inline Links",
          "component": "18838239",
          "insertPoint": "8th",
          "startingPoint": 12,
          "requiredCountToDisplay": "11",
          "maxInsertions": 25
        },{
          "name": "Air - Leaderboard Tower - Combo - Inline Content",
          "component": "17261321",
          "insertPoint": "8th",
          "startingPoint": 12,
          "requiredCountToDisplay": "11",
          "maxInsertions": 25
        }
      ]

Starbucks, the giant java company with a storefront on a street corner near you, is joining the instant coffee market with a free taste test in every store beginning at 10 a.m. today and continuing through Monday, October 5. The national chain officially introduced VIA Ready Brew, its trio of instant coffees, on Wednesday.

The four-day VIA taste test works like this: Hit up any Starbucks, saunter up to the counter and let your friendly coffeehouse barrista know that you're up for The Challenge. If you take the plunge, you'll receive samples of both VIA and Pike Place Roast brewed coffee. And just in case you're slow this morning (lack of caffeine, natch), the ploy behind the promotion is to see if you can taste the difference between instant and brewed coffee.

Frankly, it doesn't matter one way or another, because even if you can't discern one iota of difference, anyone who takes on The Challenge leaves with a free tall-sized drip coffee, or a coupon good for a buck off a three-pack of VIA.

Drink up, kids.

KEEP WESTWORD FREE... Since we started Westword, it has been defined as the free, independent voice of Denver, and we'd like to keep it that way. Your membership allows us to continue offering readers access to our incisive coverage of local news, food, and culture with no paywalls. You can support us by joining as a member for as little as $1.