The company that added "venti" to American vocabularies will launch a push throughout North America Tuesday to convince even connoisseurs to sample what many see as a down-market drink — instant coffee.Nearly eight months after Starbucks Corp. began selling its Via instant coffee in Seattle and Chicago, the company will begin offering it to the rest of the country and in its Canadian stores.
Backed by national television ads — a rarity for the company — along with large-scale distribution to about 1,500 sites outside its stores, the Via launch shows just how determined the coffee company is to own a stake in the $21 billion worldwide instant coffee market.
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