If you've picked up a bag of Vienna Coffee, you may have noticed a row of shaded circles on the label. These circles are more than just a design element. Rather, they’re our way of helping you understand the roast degree of the coffee inside. But we get it: right off the bat, it may be difficult to understand what these circles mean.
Let’s break it down.
The Roast Degree Graphic
Our roast degree system consists of five circles, shaded from lighter to darker. The first circle on the left represents the lightest roast, and the shading gets progressively darker as you move right.
To indicate what roast level a particular coffee is, we place a vertical line over the roast circle that corresponds with the roast of that coffee. So if the third circle from the left is outlined, that bag contains a medium-dark roast.
Here’s how the system breaks down:
Light Roast
Examples: Ethiopia Shantawene, Papua New Guinea Kinmuga
Flavor Notes: Light roasts highlight the unique characteristics of the bean’s origin. Expect brighter acidity, floral and fruity notes, and a crisp finish.
Medium Roast
Examples: Vienna House Blend, Ethiopia Yirgacheffe
Flavor Notes: Balanced and smooth. Medium roasts bring out sweetness and body, with just enough roast character to round things out.
Medium-Dark Roast
Examples: Front Porch Breakfast Blend, Guatemala FSJM
Flavor Notes: Rich, full-bodied, and slightly smoky. You’ll notice deeper sweetness, chocolatey tones, and a toasty finish.
Dark Roast
Examples: Rich Mountain Blend, Chilhowee Mt. Decaf Espresso
Flavor Notes: Bold and roasty. Expect low acidity and heavy body, with notes of dark chocolate, spice, or even a hint of char.
French Roast
Examples: Dark Horse, Organic French, Espresso Bella
Flavor Notes: Deep, dark, and intense. French roasts have a pronounced smoky character and oily surface, perfect for fans of bold coffee and espresso lovers alike.
Why We Use This System
We created this visual roast guide to help our customers find the perfect roast level at a glance. It’s all about providing consistency and clarity once you understand our scale. Whether you’re chasing bright floral notes or deep, dark chocolate, our circle system is designed to guide you right to your taste.
So next time you're browsing our retail shelves or sipping on something new, take a peek at the roast degree graphic, and you’ll know exactly what to expect in your cup.
AT VIENNA COFFEE COMPANY…
Our dedication to ensuring that we are a market leader in craft coffee throughout the southeast dictates that we apply the same critical scrutiny used for our complete coffee lineup to any product we offer.
This commitment demonstrates our continued pursuit to provide craft coffee that enriches the lives of customers and producers alike by providing an experience grounded in excellence and hospitality. We custom pick our green coffee beans from regions across The Coffee Belt and always seek responsible sourcing from seed to cup.
Our roasting team ensures each bean varietal is roasted according to its characteristics to enhance its peak flavors. Vienna Coffee Company goes further by evaluating each varietal harvest through coffee cuppings to evaluate and adjust its roasting profile.
Explore our complete line of coffees online or stop by the Coffee House and let our baristas do the brewing for you. We hope that exploring what we offer (whether its organic, single-origin, a VCC custom blend or your favorite flavored coffee) continues your journey in discovering that “Great Coffee is an Adventure”.