This could be the best instant coffee ever developed, and it would still be branding suicide. It would be like Coach bringing out a Wal-mart exclusive line. S

This could be the best instant coffee ever developed, and it would still be branding suicide. It would be like Coach bringing out a Wal-mart exclusive line. Starbucks is, at its heart, an aspirational brand. There's nothing aspirational about instant coffee. Whether the product does or does not suck worse than Nescafe really doesn't matter. Competing with Nescafe is a problem in itself.