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Q: Is this best stored in the fridge or freezer or would that add moisture? I've read different opinions so thought I'd ask here.

From the King Arthur Flour website: The powder will naturally clump when exposed to moisture, so in addition to keeping the container fully closed, you may want to try putting the jar in a Ziploc bag and/or storing in the freezer (especially if you're in a humid climate). We also find that a quick pulse in a spice/coffee grinder helps turn any hard clumps back into powder...Try storing it in a cool, dry place in an airtight container, and to prevent hardening you can put a silica packet (like the ones that come in pill and vitamin jars) right in with the espresso powder.

Q: Can I just add a couple of tablespoons to the brownie mix directions? Searching on-line shows a lot of complicated directions.

I just saw this question, so sorry for the very late response. Having baked professionally for many years, I would definitely not recommend using "tablespoons" of espresso powder. If you are wanting to enhance the flavor of the chocolate in a mix, then add half a teaspoon (or up to three-quarters of a teaspoon) to the dry mix and whisk it together to blend. This will give your chocolate a deeper flavor. However, if you are going with mocha brownies, then add a tablespoon. Espresso powder is very strong and a wonderful addition to anything chocolate - but, only in moderation. Otherwise, it will simply overpower the flavor of the chocolate - especially, milk chocolate.

Q: Has anyone used this to drink as a strong coffee? it's 30% cheaper than starbucks via. only reply if you have actually used it as coffee/espresso

I add a half tsp to boiling water and it makes what I consider to be the perfect cup of instant coffee. It's not bitter at all and it definitely still has some caffeine in it. I drink it almost every day.

Q: Does this work better than instant coffee?

Yes, it has the consistency of cocoa powder and blends in better than instant coffee, also you don't need as much as it is stronger than coffee powder.