Choosing coffee shouldn’t feel like guessing. This guide helps you pick a coffee you’ll genuinely enjoy — based on how you drink it and what flavours you like.

If you’re unsure where to start, don’t worry. Most “bad choices” happen for the same reason: the coffee wasn’t matched to the brew method (espresso vs filter) or the drink style (black vs milk).

Brew Method Selector

Shop All Coffee

---

Step 1 — Choose how you drink coffee

Start with your most common cup. This will instantly narrow down the right coffees.

A) I drink espresso (short, intense)

You’ll usually enjoy coffees with:

• a balanced flavour profile (sweetness + body + clean finish)

• moderate acidity (unless you specifically love bright espresso)

• a roast that’s developed enough to taste smooth and syrupy

Best starting point: blends designed for espresso, plus “espresso-friendly” single origins.

---

B) I drink milk coffees (flat white / latte / cappuccino)

Milk amplifies some flavours and mutes others. For milk drinks, most people prefer coffees with:

• chocolate / caramel / nutty notes

• fuller body

• lower to moderate acidity

Best starting point: classic espresso blends.

Shop Milk Drinks coffees

---

C) I drink filter / pour-over / batch brew

Filter brewing highlights clarity and aroma. You’ll often enjoy coffees with:

• more noticeable origin character (fruit, florals, citrus)

• a cleaner, lighter finish

• brighter acidity (pleasant brightness, not sourness)

Best starting point: single origins and “filter-friendly” blends.

Shop Filter coffees

---

D) I’m new / I just want an easy win

If you want the safest first choice, start with a balanced coffee:

• medium roast level

• chocolate/caramel leaning flavour profile

• low to moderate acidity

Shop Balanced coffees

---

Step 2 — Choose the flavour direction you enjoy

Coffee descriptions can feel poetic, but there’s a simple pattern underneath. Pick the direction that sounds most like you:

Chocolatey / Caramelly / Nutty

Often feels:

• smooth, comforting, “dessert-like”

• great with milk

• low to moderate brightness

Shop Chocolatey

Shop Caramel & Toffee

Shop Nutty

---

Fruity / Citrusy / Floral

Often feels:

• vibrant, aromatic, “clean”

• excellent as filter or black coffee

• can taste bright (in a good way)

Shop Fruity

Shop Citrusy

Shop Floral

Shop Clean & Bright

---

“I don’t like acidic coffee”

Two notes here:

1. acidity in coffee isn’t the same as “sourness.” Sourness usually means under‑extraction.

2. if you prefer low brightness, choose coffees described as chocolatey, nutty, caramel and brew with enough extraction.

---

Step 3 — Use roast level correctly (without overthinking it)

Roast level changes how coffee feels and tastes. It’s not “strong vs weak” — it’s more like flavour balance.

Light roast (more origin character)

Often tastes:

• brighter, fruitier, more aromatic

• lighter in body

• best for filter, also great for modern espresso if you like brightness

Medium roast (balanced)

Often tastes:

• sweet, rounded, with clear flavours

• versatile across espresso, milk, and filter

Dark roast (more roast character)

Often tastes:

• heavier, toastier, smoky/cocoa leaning

• can feel bold and bitter if pushed too far

• often chosen for traditional espresso and milk drinks

Practical tip:
If you’re unsure, choose medium first. It’s the easiest starting point.

Roasting Process

Shop All Coffee

---

Step 4 — Single Origin vs Blend (which one should you choose?)

Choose a Blend if you want:

• consistency week to week

• a “designed” flavour outcome (balanced sweetness/body)

• espresso and milk reliability

Shop Blends

Choose a Single Origin if you want:

• a clear sense of place (origin character)

• more variation and “seasonal” personality

• standout filter brews and interesting espresso

Shop Single Origins

---

Step 5 — Decaf (yes, it can be genuinely good)

Decaf can still be sweet, clean, and enjoyable — especially when chosen for the right brew method.

If you drink decaf mostly as:

• espresso / milk drinks: look for chocolate/caramel leaning profiles

• filter: look for clean, sweet, and balanced

Shop Decaf

---

A quick “coffee matching” cheat sheet

Use this when you’re browsing product pages.

For espresso (black)

Look for words like:
balanced, syrupy, cocoa, caramel, structured, sweet finish

For milk drinks

Look for words like:
chocolate, nougat, hazelnut, toffee, full body, low acidity

For filter

Look for words like:
clean, bright, citrus, stone fruit, florals, tea-like, juicy

---

If your coffee tastes “wrong”, it might not be the coffee

Before you blame the coffee, check these two things:

1) Grind and ratio

Most unpleasant cups are fixable with one adjustment:

• too sour/sharp → grind a bit finer or brew longer

• too bitter/dry → grind a bit coarser or brew shorter

• too weak → use more coffee or grind slightly finer

• too strong/harsh → use less coffee or grind slightly coarser

Brew Method Selector

2) Water

If your water tastes bad on its own, coffee won’t taste good either.

Water for Coffee

---

Recommended starting picks (fast and safe)

If you want a confident first purchase, choose one of these “profiles”:

“Comfort and chocolate”

Great for espresso and milk drinks.

“Clean and bright”

Great for filter and black coffee.

Shop Clean & Bright coffees

“Try both”

One blend + one single origin is a perfect way to learn your preferences.

Shop Blends

Shop Single Origins

---

Ready to choose?

Pick one button and you’re done — no overthinking required.

• Shop All Coffee
• Shop Espresso
• Shop Filter
• Shop Milk Drinks
• Subscribe & Save (Coming soon)

---

Optional small FAQ (keep if you like)

How much coffee should I buy?
Buy what you’ll use comfortably. Freshness matters most once the bag is opened, so smaller bags more often is often better.

Should I store coffee in the fridge?
Usually no — humidity and odours can be a problem. Keep it sealed, cool, and dry.

Is “strong coffee” a roast level?
Not exactly. “Strength” is mostly brew ratio (how much coffee to water). Roast level changes flavour balance.