It is a coffee 'beverage'. It is a liquid mix.. kind of like a fountain drink, you know how a fountain is a concentrate in a bag and mixes with water as it comes out of the fountain? The coffee is the same way.
That being said, I do love the FLAVOR of the coffee, but I'm not a huge coffee drinker, I only have one or two cups per day. I can see how it is not strong enough for die hard drinkers.