For the majority of its existence, instant coffee has been tolerated rather than appreciated. It is accepted by office workers as a necessary compromise. A cup that tastes somewhat disappointing is accepted by travelers. The term “something you drink when the real thing isn’t available” has always been associated with stigma. A Chicago-based startup called Diamond Brew is attempting to completely alter that framing, and the strategy it is using is noteworthy.
| Detail | Information |
|---|---|
| Product Type | Brewless instant coffee crystals in single-serve aluminum pods |
| Company | Diamond Brew, Chicago-based startup |
| Founder | Douglas Yu |
| Coffee Origin | Colombia, Guatemala, Sumatra |
| Bean Type | 100% Arabica |
| Roast Profile | Dark, rich — notes of dark chocolate, caramel, and hazelnut |
| Caffeine Per Serving | ~160mg (equivalent to a double shot of espresso) |
| Preparation Method | Dissolves in hot or cold water in seconds; no machine required |
| Pod Material | Recyclable aluminum |
| Price Range | ~$29.88 for 12 pods (~$2.49/serving); subscription reduces cost |
| Key Advantage | Full dissolution, no residue, retains flavor and caffeine via freeze-drying |
| Acidity Level | Low acidity compared to standard instant coffee |
| Travel-Friendly | Yes — no liquid, TSA-compliant |
| Additives | None — ingredients listed as coffee only |
| Suitable For | Hot espresso, iced coffee, lattes, Americanos, espresso martinis |
| Compared To | Nespresso pods, Cometeer, Starbucks VIA, specialty instant packets |
| Overall Verdict | Genuinely better than most instant coffee; premium-priced but largely earns it |
Even before it comes into contact with water, the product has an odd appearance. Each serving is packed with what the company refers to as coffee crystals in a tiny, recyclable aluminum pod that is roughly the size of a large vitamin capsule. The name seems to have come from the slight shimmer they have in good light. The crystals almost entirely dissolve when you tip the pod into a cup, add a few ounces of hot or cold water, and stir for a short while. There is no sludge or grit at the bottom. It is actually faster than most single-serve machines because the entire process takes less than a minute.
Most people’s skepticism either holds or breaks based on taste. It’s difficult to ignore the flat, slightly burned quality of standard instant coffee, which is the spray-dried variety found in most grocery stores. Diamond Brew takes a different tack. In order to preserve the caffeine, oils, and aromatic compounds that are usually lost in traditional processing, the company uses a proprietary freeze-drying method with a roaster. The brand claims that the end product is a cup that resembles an espresso that is pulled by a machine. That’s a big claim, and it’s probably overselling it a little, but not much. With hints of dark chocolate and a subtle nuttiness that doesn’t turn bitter halfway through the cup, the flavor is actually smoother and more complex than most instant drinks. An experienced barista won’t be fooled by it, but it’s close enough that the comparison doesn’t feel awkward.
It is noteworthy for an instant product that each pod has about 160 milligrams of caffeine, which is equivalent to a double shot of espresso. During processing, the caffeine content of many instant coffees is significantly reduced. The blend is dark and rich rather than bright and acidic, and Diamond Brew uses only Arabica beans from Sumatra, Guatemala, and Colombia. It’s a thoughtful decision that works well with the espresso positioning. It’s unclear if it will work for someone who wants a fruitier, lighter cup.
Douglas Yu, the product’s founder, came to it in an unusual way: after working for a venture capital firm for a while, he spent years as a journalist covering the consumer packaged goods sector. There’s a feeling that his experience influenced the brand’s philosophy: he recognized the need in the market before creating a product to fill it. The core audience, according to him, consists of Gen Z and Millennial consumers who became interested in coffee during the pandemic, demand quality, and don’t want to spend several hundred dollars on an espresso machine. It appears to be accurate. New buyers find the coffee equipment market to be genuinely intimidating, so anything that eliminates that barrier without drastically lowering quality has a strong case.
A pack of twelve costs about $30, which translates to about $2.49 per serving at retail or marginally less with a subscription. That’s not cheap for instant coffee; instead of the grocery store jar, Diamond Brew is directly compared to Nespresso pods and specialty drip options. Depending on what you’re replacing, the cost may or may not be justified. The value is more apparent to someone who already spends $5 or $6 a day at a coffee shop and occasionally travels without consistent access to good coffee. Because there is no liquid involved, the pods are TSA-friendly, making them genuinely helpful for airports and early flights in a way that thermos just isn’t.
It’s difficult to ignore the fact that the instant coffee market as a whole has been going upmarket for some time. For many years, Starbucks has operated its Via line. Frozen coffee concentrates helped Cometeer gain popularity. These days, a number of specialty roasters sell premium instant packets that are even more expensive per serving than Diamond Brew. Clearly, the cheapest item on the shelf no longer defines the category. Since Diamond Brew is still a relatively new brand and it takes time to develop loyalty in premium food categories, it remains to be seen if it can carve out a long-lasting place in that organization. However, the product itself is good, and the underlying technology seems to fulfilll most of its promises.
