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.
The biggest difference is that starbucks via doesn’t start with awful coffee.
Starbucks isn’t good coffee compared to some fancy pants third wave coffee, but It’s not nescafe either.
Freeze drying and rehydrating might not do anything to hurt coffee flavor, but it’s not going to make bad coffee suddenly taste good.