Starbucks VIA Ready Brew Instant Coffee debuts in the Philippines

Finally, the Starbucks VIA Ready Brew will be available in all Starbucks branches in the Philippines starting tomorrow, September 15. Earlier today, Rustans Coffee Corporation, led by its President and COO Noey Lopez, unveiled to media its newest product, the Starbucks VIA Ready Brew, Starbucks' latest instant coffee innovation that replicates the body and flavor of Starbucks coffee in an instant form.

Rustans Coffee Corporation President and Chief Operating Officer Mr. Noey Lopez, Starbucks Coffee Company Vice President for Marketing Ms. Samie Barr, Starbucks Coffee Company President for Asia Pacific Region Mr. Cos LaPorta, and Rustans Coffee Corporation CEO Eduardo Lopez, Jr. unveiling the newest Starbucks VIA Ready Brew at their 6750 Makati branch today.

After the unveiling of the newest Starbucks VIA Ready Brew, we were asked to take the Coffee Challenge. We were given two cups labeled A and B, and we had to determine which one had the VIA Ready Brew, and which one was freshly brewed. The answer was Cup B. You can see the oil from the freshly brewed coffee beans in Cup A, while the one with VIA Ready Brew doesn't have that. The taste and the smell, at first, was almost the same, but if you have very discriminate taste buds you would instantly know the difference. There is still difference in taste, and a little difference in the smell. Either way, I can say that this is the only instant coffee I have ever tasted which almost exactly tastes like brewed coffee, and hats off to that! :)


The Philippines is the third country in the world, outside North America, that will offer Starbucks VIA Ready Brew. It is made up of 100% natural roasted arabica coffee in an instant and micro ground form that is rich in flavor and aroma and full bodied just like a fresh-brewed cup of Starbucks coffee. Now, you can enjoy Starbucks coffee anytime anywhere!


Starbucks VIA Ready Brew (Italian Roast and Columbia) will be available at Php 130 for a pack of 3 and Php 450 for a box of 12, while Starbucks VIA Ready Brew Decaf Italian Roast will be available at Php 130 for a pack of 3 and Php 470 for a box of 12. Basically, a cup of coffee would cost you around 38-43 pesos.

New Starbucks VIA® Ready Brew in the Philippines

Starbucks announced that the Philippines will be the fourth market to offer Starbucks VIA® Ready Brew. Starting mid-September, all Starbucks stores in the Philippines will carry Starbucks VIA® Ready Brew in Colombia, Italian Roast and Decaffeinated Italian Roast.

“We know there is a significant opportunity in the Philippines marketplace for Starbucks VIA® Ready Brew since nearly 100 percent of retail coffee sales come from instant coffee*,” said Howard Schultz, Chairman, President and CEO, Starbucks Coffee Company. “We know rapid innovation for Starbucks VIA® and creating opportunities to further increase awareness and trial of Starbucks VIA® broadens our overall customer base both in the U.S. and in international markets.”


The Philippines will join Japan as the second country in Asia to offer Starbucks VIA® Ready Brew. Starbucks Japan launched Starbucks VIA® last April to rave reviews. More than 10 million sticks have already been sold in Starbucks stores throughout Japan, with distribution expansion plans set for September as VIA® enters grocery and trade channels.

Starbucks VIA® Ready Brew is made from 100 percent natural roasted arabica coffee in an instant and microground form that is rich and full bodied in flavor, just like a fresh-brewed cup of Starbucks® coffee. Starbucks VIA® is made with a proprietary, U.S. patent-pending technology to preserve the coffee’s flavor.