I try a lot of coffees. So you know where I am coming from, bitter does not equal flavor, and while burnt is a flavor, I don't find it to be a good flavor. That being said I aim for coffee that doesn't taste bitter or burnt. Starbucks is an example of both bitter and burnt coffee. This rates right up there with my favorite, lion coffee. I put these 2 on par, both very affordable and very smooth tasting. A GOOD coffee can be made strong without tasting bitter. I know people who think starbucks is "full of flavor" and if that's your thing great but in my opinion they are confusing, or have become accustomed to burned coffee and lacking that acrid burnt taste, think there is no flavor. If that's your thing you won't likely like this coffee. I am very happy with this coffee and will be trying more flavors from Cameron's to be sure.