For some reason I think of it as an older concept. Now Starbucks and coffee chains are popular.
Seinfeld on instant coffee https://youtu.be/uDrh5pujB9I?si=VdlVEREjMTNd2Bs7
Highlighting carlcook’s advice:
dissolve in cold water, ONLY THEN add hot water. The rationale behind it is that aromatics evaporate too quickly when the instant powder is infused with too/boiling hot water.
UK here, and yeah, this is my experience.
I’ll drink instant most days (right now in fact) and proper coffee when we have guests or if I’m not pushed for time.
Quality of instant varies wildly, but there’s at least a few versions that are very decent indeed IMO.