I'm no barista but had gathered the impression that cold-brew tends to extract some of the less-flavorful compounds while insufficiently extracting others. Have used plain grocery-store instant on camping; bitter flavor is sort of bracing actually, feels like "roughing it". In olden-days US the avg family started day w/instant coffee--generous amounts of cream & sugar drowned out the crap flavor heh. Even then there was noticeable difference between the cheaper vs better instants. Haven't tried Via yet but I'd guess it has to be 2 or 3X better than old instants.

After all, even on rural tours now, one will probably encounter gas stations etc w/pretty decent (if not gourmet) coffee. IE endure a cup of instant for breakfast but fill up coffee bottle later in the morning.