Many don’t realize that instant coffee hit the scene in America in 1910. It was actually here since the 1850′s but not mass produced until 1910.
It was not thought of as agreeable and most thought it wouldn’t last.
In fact, the first brand to have any real market success with it was Nescafe in 1939. But George Constant Louis Washington, owner of Washington’s Coffee got lucky when the War Department requisitioned all his instant coffee for the troops.
The soldiers actually referred to it as a cup of George, and it was popularity in the military that really give birth to the instant coffee market.
Take a look at the Vintage ad that appearing in the New York Tribune on June 22, 1919