Big brands often deliver strong marketing messages, but not always great flavours. Dark roasts are popular; however, the highest-quality coffee beans are usually reserved for light roasts. This is mainly because light roasts are more difficult to brew, whereas dark roasts are more forgiving and easier to keep consistent in flavour. Coffee beans are a fruit after all, and each harvest can vary.
Dark roast refers to beans that have been roasted for a longer period, which creates their dark colour and smooths out the flavours, bringing the roast notes to the forefront. Once beans are roasted this dark, it becomes difficult to tell whether they were high- or low-quality, as many of the natural flavours are overpowered by charcoal-like notes. That said, dark roasts can be excellent for milk-based drinks or Americano-style coffees.
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