Coffee, like all foods, is a matter of personal preference. Many people really love a very acidic, bitter coffee, but this one goes beyond that into almost unbearable territory. This coffee assaults your taste buds from the moment you smell it, and it goes down like battery acid. I would compare it most closely to Dunkin' Donuts coffee, so if you like that you'll probably like Peet's. If you enjoy a nice smooth cup of Starbucks, this brand probably won't tickle you in a pleasurable way.