to download a low resolution preview of this article - Roast Magazine

the 

ART 

of the 

BLEND 

Channeling inspiration 

into the cup 

by 

kathi 

zollman 

Some coffee blends greet us in the morning … 

Sunrise Blend 

Or cleverly tell us where the coffee is from … 

Two Continent Blend 

While others can create a state of mind … 

Blue Jazz Java House Band 

There are regional coffee blends that, 

with their names alone, can take us home … 

Back Porch Blend 

And some reach out to remind us of our roots … 

Creole Coffee & Chicory 

Still other blend names act as a 

souvenir of last summer’s vacation … 

Glacier Centennial 

continued on page 22 

March | April 2011 21

The Art of the Blend: Channeling Inspiration into the Cup (continued) 

Coffee drinkers wake up each morning to a fresh-brewed 

breakfast blend of choice. The smell is sweet and 

familiar and, most importantly at this early hour, the 

breakfast blend tastes perfect. Morning is not right without 

it. The fact that a skilled roaster toiled over the blend to create 

a perfect wake-me-up cup is usually overlooked. For those 

faithful coffee drinkers, there is no replacement for a favorite 

morning blend. 

Blending is respected as an art form among coffee 

professionals. The process not only requires skills in cupping 

and flavor analysis, but also an understanding of the roasting 

process. 

Although blended coffees make up a large portion of the 

specialty industry, many roasters build businesses by initially 

offering fresh-roasted single-origin coffees, bringing new 

origins and exotic coffees to the fledgling coffee consumer. 

But as these same coffee markets mature, blends have 

become a mainstay for building customer loyalty. Branding 

through blends is a consistently winning formula for coffee 

roasting companies of all sizes. Coffee blends often reflect 

regional variations—think about the dark blends of the West 

Coast, mild Midwestern blends, blends for iced coffees in the 

warm Southeast, and coffee and chicory of the Mississippi 

Delta. Blends such as these play an extremely important role 

in the successes of today’s roasters. 

DEFINING A BLEND 

skillfully bringing together coffees from different growing regions. 

These coffees come from either a single origin or multiple origins. 

In the world of specialty coffee, the definition of a blend varies 

for each roaster, but most agree that blending brings limitless 

possibilities to the roastery. Blending inspires roasters to 

explore new or unique flavor profiles that can be achieved 

only when two or more coffees are brought together. When 

done well, blends provide consistency with reliable flavor and 

quality in the cup. They are often more complex, creating 

A single coffee roasted to various profiles also fits the definition of 

blend. Great coffees are combined to create a flavor experience that 

is better than the independent parts. A well-constructed blend is 

created so adeptly that the individual components are not easily 

identified, but rather the cup is evaluated and enjoyed as a whole. 

Several other variations on this theme come into play when 

defining a blend: 

more dimension and appeal than a single-origin coffee. 

Roasters advise that quality green coffee and solid roasting 

practices are requisites for high-quality results. When a 

1 

Green coffees mixed together at origin to fulfill a specific 

coffee flavor profile are considered a blend. This green 

roaster creates a proprietary “house blend,” it should represent 

an implied assurance of quality in the cup, not an assumption 

of low-quality blender coffee. Blends are an opportunity to 

showcase outstanding flavors and roasting skill by bringing 

coffees together for a distinct coffee experience. In addition, 

single-origin blend—mostly from a single farm—is often referred to 

as a homogenous blend. Homogenous blends also result when 

working with small-scale farm co-ops, where green coffees from 

multiple farms within a geographic area are brought together as 

one. Another consideration: the homogenous blends created in 

large volume for commercial roasters. 

they create a sense of balance that may not be possible in a 

Crafting a blend made up of roasted components is a widely 

3 

single-origin coffee, and blending can smooth an extreme 

used technique called post-roast blending. Purists will argue 

Green coffees proportionately mixed together prior to 

characteristic or add dimension to round out a cup. From a 

2 

that this is the superior methodology for creating great blends, as 

roasting are considered a pre-roast blend. This is a common 

business standpoint, blending can be used to achieve specific 

each component is roasted perfectly and then mixed together. As 

practice for roasters producing large quantities of a specific blend; 

price points and maintain a desired level of profitability. 

with most topics in specialty coffee, there is no right or wrong 

the roasters using this method appreciate the efficiency of the 

The definition of a blend may be broad or inclusive—even 

answer, leaving plenty of room for lively debate. 

technique. 

brewed coffees mixed together on the cupping table can be 

called a blend. However, simply defined, blending means continued on page 24 

22 roast March | April 2011 23


WHO BLENDS? 

In an informal and unscientific survey 

of roasters around the United States, 94 

percent of respondents affirmed that 

blends share space on their coffee menus. 

Micro-roasters and midsize regional 

roasters consider blends an integral 

part of their success. Many stated that 

blends have been a part of their coffee 

roasting business from the start, building 

customer loyalty with targeted brand 

awareness. One of these companies 

has celebrated 30 years in the roasting 

business and applauds its blend programs 

as an invaluable part of the company’s 

success story. 

The importance of including blend 

offerings also holds true with roasters 

who feature high-end single-origin and 

exclusive direct-trade coffees. It appears 

that these roasters have found a balance 

in their roasting business to feature the 

WHY BLEND? 

exquisite single-origin coffees alongside 

proprietary blends, finding a market 

and success in both revenue streams. For 

other roasters, blends become part of the 

product mix as their businesses grow, 

especially when creating new wholesale 

markets. Overall, these roasters attribute 

10 percent to as much as 100 percent 

of their annual sales volume to sales of 

blended coffees. These findings support 

the idea that blends are an integral part of 

a diversified coffee menu, resulting in a 

wider appeal to a varied customer base. 

The geographic location of these coffee 

companies seems to have little effect 

on the importance of blends for these 

roasters. Although blend names and styles 

vary from East to West, overall the blends 

are important to the customers wherever 

they drink their coffee. 

Though roasters have different reasons for offering blended coffees, most rationales can 

be boiled down into three distinct categories: 

1 

Use blends as a marketing tool to distinguish your 

business from the competition. 

A well-prepared blend will separate a roaster from the competition, making these 

secret-recipe mixes a useful marketing tool for roasters of any size. Roasters have the 

opportunity to be the sole outlet for a specific blend or make it available through larger 


BLEND 

sTYLES 

Bringing coffees together successfully comes with practice 

and experience. Outstanding blends are the result of careful planning 

and skillfully executing that plan from start to finish. And, as admitted 

by several roasters, skill is often combined with pure luck. The details of 

these great blends are considered trade secrets and are carefully guarded; 

don’t expect a roaster to reveal the specifics of a blend. Many roasters 

learned their skills from a roastmaster who offered hands-on training in 

the art of blending. Those roasters then took the art and made it their 

own. While the precise details aren’t shared, here are some generalities 

worth noting: 

Harmonious blends 

Harmonious blends result 

from selecting coffees that 

have common types of flavor. 

Think of vanilla ice cream and 

caramel sauce, similar flavors 

that combine harmoniously 

to create a luscious flavor. 

Roasters can look for coffees 

that have similar flavor to create 

a wonderful signature blend. 

Keep in mind the proportion 

of each component. After 

all, a bowl full of vanilla ice 

cream with just a dribble of 

caramel sauce is a different 

experience than a bowl full of 

caramel sauce with a dollop 

of ice cream. Roasters must 

successfully find the balance 

of the parts to produce the 

best flavor in the cup. Look for 

coffees with similar primary 

flavors. To achieve harmony, 

experiment with origins like 

Peru and Colombia at different 

degrees of roast. Or, consider 

coffees with similar attributes— 

body, for example. A heavybodied 

natural Brazil with 

a rich Sumatra can produce 

harmonious results. Look at the 

limitless possibilities to create 

overall harmony and balance in 

the cup. 

Tension-creating blends 

Tension-creating blends result when 

dissimilar components are mixed 

together. Think opposing flavors 

on the palate: sweet and sour, tart 

and buttery. Visualize a tall glass 

of lemonade, sour and refreshing. 

Take that same glass and add a 

few sweet strawberries to the 

lemonade; the bright citrus edge 

becomes softer with the addition 

of the extra sweetness, resulting 

in a more winey flavor than the 

original brew. The same is true when 

a fresh lemon is squeezed over a 

bowl of strawberries. The berries 

become even sweeter with a pop of 

tartness, resulting in another layer of 

dimension to the overall flavor. 

To build tension-creating blends, 

look for contrast—for example, a 

super-clean Yirgacheffe is turned 

winey with a hint of blueberry 

Harrar. Consider uncommon flavor 

combinations for the ultimate 

tension-creating blends. These types 

of blends require more patience 

and an intuitive skill about flavor. 

Experiment with high-acid coffees 

paired with those that have a heavy, 

dense body. What happens when you 

add a bit of a bright Costa Rica to a 

rich Java? It’s especially important to 

avoid common pairings. Once this 

blending skill is mastered, roasters 

will discover that the tension is 

actually a form of balance. 



distribution streams; either way, the result 

can be profitable. “The proprietary nature 

of blends allows you to keep customers 

coming back because they can only get them 

from you,” says Kevin Conard, the owner of 

Cardona Coffee Brands of Topeka, Kan. 

Other roasters find success in creating 

custom blends, complete with a unique flavor 

and name, designed for a specific wholesale 

customer. Or by creating a private-label 

program. Blends are an opportunity for 

roasters to develop their own brands that 

ultimately build customer loyalty. Branded 

coffees also contribute to an element of 

mystique by presenting a great coffee 

product with a unique name—all created for 

a specific coffee consumer. In some cases, 

the name of the blend is so well received 

that the coffee sells by the name alone, 

without consideration of what the blend is 

made of. These names might include 

the roaster’s name (such as Bob’s Best 

Blend from Coffee Roasters of New 

Orleans) or a regional landmark (Glacier 

Centennial by Montana Coffee Traders), 

creating a perception of quality and 

familiarity by branding alone. 

2 

Craft a coffee that’s 

better than each 

individual component. 

Another important reason to blend 

coffees is to create a style or flavor 

that comes about only when uniting 

two or more coffees. It is human 

nature to combine different elements 

just to reveal the result. “Taking real 

specialty coffees and blending can 

create some great stuff,” says Jeremy 

Raths, roastmaster at The Roastery in 

Minneapolis. “And the process is fun,” 

he adds. 

With their blending experiments, 

roasters aim to create a consistent, 

balanced cup with roundness, depth 

and complexity. Roasters rely on this 

consistency to build loyalty and repeat 

sales. It’s important that specialty 

coffee customers are rewarded with 

the same flavor every time they make 

a repeat purchase of a blend, so there 

is no mystery as to what the coffee will 

taste like. 

A coffee with extreme sweetness 

but little brightness can be sparked 

by blending with a more acidy coffee. 

A thin but tasty coffee can be given 

more dimension by mixing it with 

a more rounded coffee. Think of 

creating a complete flavor dynamic that 

rewards the senses—taste, aroma and 

mouthfeel. Milk chocolate is wonderful 

by itself, and many enjoy peanut 

butter, but when combined, the taste 

treat becomes something very different 

from the components. The same process 

can be used in designing a blend. And 

discovery at the cupping table, tasting 

new and different flavor creations, is a 

great joy. 

Not every blend design is a success 

story; there are pitfalls as the student 

becomes a master, learning both the art 

and science of creating a blend. Practice 

and a carefully constructed plan help 

determine which coffees are selected for 

specific attributes. But even then, there 

are times when great-tasting coffees 

don’t blend well and the results are a 

disappointment at the cupping table. 

3 

Protect the company’s 

bottom line. 

“Ultimately, there has to be a business 

purpose for blending,” says Joe Moffatt, 

the roaster and owner of Tupelo, Miss.- 

based Joe Joe’s Coffee & Tea. Pricing 

is increasingly important to those 

who rely on blends as a part of their 

profitability picture. Roasters are able to 

take advantage of less expensive, quality 

coffees to attain a higher margin. 

Roasters use blends to expand their 

offerings, which may result in increased 

sales and profits through a larger reach. 

Quality blends allow roasters to enter 

new markets that might not have 

been otherwise available, ultimately 

increasing the overall sales volume of the 

business. In other markets, blends have 

been added to meet a competitive need or 

price point, and roasting businesses may 

be enjoying increased bean sales and 

profits as a result of an expanded blend 

portfolio. 

Other roasters suggest that blends 

have allowed them to expand their 

customer base by providing more 

varieties and styles of coffee that appeal 

to more people, resulting directly in 

additional income. Blends also allow 

roasters to maintain price stability for 

customers by selecting coffees within a 

range of price acceptability. For many 

roasters, blends are a profit center and 

contribute to the financial success of the 

roastery. 

HOW DO 

YOU BLEND? 

Before starting the blending process, 

take a few minutes to review the coffees 

on hand. Knowing and understanding 

the available coffees is imperative. 

Mistakes and experiments can be 

expensive, and being well prepared 

helps control some of the new product 

development costs incurred when 

designing a blend. 

Learn about each of the coffees. How 

do they perform at different roast levels? 

Which coffees are sweet and which are 

bright? Which coffees in the inventory 

have body? Roasters may want to create a 

catalog of coffees noting the outstanding 

cup characteristics of each coffee. This 

information serves as a valuable reference 

tool when designing a blend. 

Every roaster has a unique methodology 

when it comes to creating a blend. The roaster 

uses the specific purpose of the new blend as 

the road map. And, although roasters do not 

openly share their exact processes, there are a 

few generalizations we can take away: First, 

identify the purpose of the blend. Next, plan 

and build the blend. And lastly, evaluate the 

results. 



The Art of the Blend (continued) 

1 

Identify the purpose 

of the new blend. 

What is the aim of this blend—is it a new customer-specific 

blend? Should it pair well with desserts, create a new flavor 

for a new-arrival coffee, or help with cost control? The list of 

possibilities is lengthy, but results are more easily evaluated 

if the overall objective of the blend is identified before the 

roaster invests time and product in the process. Be prepared to 

name the new blend. The name is as important as the other 

components and will directly drive the success of the blend. 

2 

Develop a plan 

of action. 

Review the coffees available for the blend and consider the 

degree of roast for each. Will the coffees be blended prior 

to roasting or afterward? Although most roasters prefer to 

blend post-roast, there are others who argue that blending 

green coffee prior to roasting contributes to efficiency when 

working with voluminous amounts of coffee. Even some of 

the staunchest supporters of the post-roast blend philosophy 

acknowledge that excellent-tasting results can also be 

achieved with pre-blending, and some 

roasters use a combination of the two 

methods successfully. Roasters should 

also consider continuity of the blend 

when creating the action plan. Are the 

coffees selected readily available? Is 

the price consistent? Are there coffees 

that can be substituted if necessary? 

All are important considerations when 

penciling out a new blend. 

3 

Build the 

blend. 

Once all of the research has been 

completed and the components are in 

place, it’s time to create the blend. For 

research purposes, take notes on each 

step of the process, including profile 

notes and the ratios of the coffees. It 

is frustrating to create an outstanding 

blend and be unable to duplicate the 

results because it was created free form. 

Don’t leave success to chance; track the 

blend development from start to finish. 

It is also imperative that the blend meets 

cost goals; it’s upsetting to build a 

dynamic blend only to discover that it is 

too costly to produce effectively. 



The Art of the Blend (continued) 

4 Evaluate 

the cup. 

Comment on the cup attributes of the 

blend; look for a balanced cup and overall 

pleasantness. Compare the results to 

the original goals of the blend. Does the 

blend meet the criteria set forth? List the 

positive attributes as well as any negative 

evaluations that need to be corrected. Note 

the changes that need to be made and 

repeat the process to fine-tune the blend. 

As an art form, well-designed coffee 

blends enjoy success as a creative outlet 

and a business tool for the roaster. In 

the coffee world, a blend is a staple to 

coffee customers. The skill and dedication 

to creating the perfectly balanced cup 

might be overlooked but not ignored by 

customers. Blends are appreciated in the 

form of customer loyalty, a common thread 

among the dozens of roasters willing to 

discuss their blend philosophy. 

Customers rely on the consistency 

and quality of an outstanding blend, and 

roasters are rewarded for their efforts with 

an extended customer base and increased 

sales. There is room for both blends and 

single-origin coffees in today’s specialty 

market. And, like all skilled artists, 

roasters keep their blend secrets carefully 

under wraps. 

BLEND 

IDEAS 

Creating a blend can be both timeconsuming 

and expensive for beginners. 

To help roasters move into the blending 

fast lane, here are some ideas for a classic 

drip blend and an espresso blend. Both are 

actual blends designed and implemented 

successfully. Beginners can use these as 

suggested or draw on them as a starting 

point to make the blend their own. Roast all 

components separately; blend thoroughly. 

Dessert Blend 

Complementary to desserts and pastries, this is an elegant coffee by 

itself or when paired with baked goods. 

Combine: 

Kathi Zollman, assistant director of 

specialty green coffee sales at Coffee Holding 

Company, is a frequent presenter at a variety of 

roaster education venues. She has shared coffee 

roasting skills at Roasters Guild events, the annual 

SCAA Conference, Coffee Fest and multiple regional 

roaster gatherings. Providing quality training and 

skill building at a local level has been a focus for 

several years as Zollman has been involved in the 

grassroots regional movement. Specializing in 

blending, sensory skill building, profile roasting and 

profile manipulation, she continues to be a student of 

all things coffee. Reach her via e-mail at 

kzollman@coffeeholding.com. 

50 percent medium-dark-roast Guatemala Antigua 

25 percent medium-roast Costa Rica Tarrazu 

25 percent dark-roast Colombia Supremo or Excelso 

Kathi Z. Signature Espresso 

This espresso is best when poured as a double ristretto. 

Combine: 

40 percent medium-dark (to second crack) Sumatra 

20 percent dark-roast natural Brazil 

25 percent full-city-roast Guatemala Antigua 

15 percent dark-roast Colombia

to download a low resolution preview of this article - Roast Magazine

Create successful ePaper yourself

Delete template?

Save as template?