For Roasters & Retailers

Coffee Snobs Are Shelling Out $3.25 For A Jolt Of Instant

From: bloomberg.com

Benji Walklet recently reviewed the instant java sold by Los Angeles startup Waka Coffee. Walklet, who runs the Coffee Concierge blog, liked it but got a second opinion from a trusted critic—his wife, who has been known to compare coffee she doesn’t like to gasoline. “It passed my wife’s taste test,” he says, “and that’s really saying something.” Walklet typically drinks the real thing but stocked up on a 35-serving pack of Waka instant.

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