The roast was more medium than dark, to my inexpert eye, which was borne out by a flavor just a bit shy of what I was looking for (more of a French Roast, please forgive me for that preference). I loved the aroma and the smoothness was nice, but it is not bold/brash enough. I probably would shoot for espresso roast next time. I loved the hat and of course already had one of the mugs, now I hve three.