The Great Coffee Shift: From Light Roasts to the Return of the Dark
When Seven Virtues Coffee Roasters first opened its doors in 2007, the plan was simple: serve incredible coffee, delicious pastries, and authentic New York bagels. As a local coffeeshop, our goal was to provide a warm, welcoming space and the best specialty coffee drinks we could make. In those early days, we were an Espresso cafe and exclusively served Stumptown coffee. This immersion into the world of specialty coffee gave us an incredible foundation. We learned to craft every drink with care, from a perfect drip coffee to a delicious iced latte.
The Third Wave Revolution
The quest for excellence was an ongoing process. We learned to master the art of the tiny macchiato and the delicate texture of milk for a proper latte. As we grew, so did our knowledge, and in 2010 we became a multi-roaster shop, adding Intelligentsia Coffee and a variety of other local coffee roasters. This was the era of the Third Wave. We taught our customers in the North Tabor neighborhood about the nuances of single origin coffee, the brightness of light roast coffee, and the pour over method. We never served a dark roast—it was considered a relic of the past, something from a Second Wave coffee shop. Our community embraced the journey, and many who started with an Americano were soon hooked on the subtle complexities of Arabica coffee from far-flung regions. The idea was to educate the public, to move them away from what we viewed as an inferior brew. We were transforming people into specialty coffee drinkers, one cup at a time. Once you go down that rabbit hole, there's no going back to a heavy, charred-tasting cup.
A Surprising Turn of Events
We continued to innovate, creating our own seasonal syrups and pushing the boundaries of classic Espresso preparations with everything from espresso milkshakes to Mexican coffee-inspired drinks. The specialty coffee world was pushing roasts lighter and lighter, with a strong emphasis on educating the public on the subtleties of single origin coffee. Public cuppings were a common sight, comparing a variety of single origin coffees and brew methods.
Then something shifted. Perhaps it was the pandemic, or maybe the industry simply realized it needed to reach a wider audience. We started to see a change. What was once considered a Second Wave mistake became acceptable. The dark roast was let back into the party.
I experienced this firsthand on a trip to San Francisco before the pandemic. I went to a random shop to get a drip coffee and was informed it was a dark roast. Agh! But when I drank it, it was sweet, bright, and delicious. They called it a "dark roast," but it wasn't what we thought of as a traditional dark roast. It was a testament to the idea that you can't argue with what people like. As a small business owner, I learned to be humble. While I believe a light roast coffee is on another level, we have to give the people what they want.
Our Values and Your Coffee
The journey from a small coffee house serving Stumptown to a multi-roaster, community-driven shop has taught us about more than just coffee. It has taught us about patience—with ourselves as we learned, and with our community as they discovered new tastes. It has taught us about kindness and compassion—in the way we treat our customers and each other. And it has taught us humility—understanding that the customer's palate is as important as our own. We remain committed to these values, and to providing the best coffee experience, whether you're searching for coffee nearby or the best coffee to order online.
This evolution in the industry has also brought about a new level of convenience. For those who want the best coffee online but don't live in a coffee-centric city, a coffee subscription is the perfect solution. A coffee bean subscription or monthly coffee subscription delivers freshly roasted whole bean coffee right to your door. You can choose a coffee box that focuses on Espresso beans, or opt for an Espresso subscription to perfect your at-home brew. With a coffee delivery subscription, it's never been easier to get your hands on the best coffee beans from an online coffee roaster.
The Coffee of Today
The coffee world continues to evolve, embracing ready-to-drink options like rtd cold brew and canned cold brew Oregon for those on the go. Whether you’re looking for a refreshing iced coffee near me, a classic latte, a rich mocha, or a rich flat white, our goal is to provide a quality experience. The search for the best cold brew has led us to new and exciting options, and we're always looking for new flavors and experiences.
The next time you're searching for "coffee shops near me" or the best coffee shop near me, we invite you to stop by and experience our journey for yourself. You'll find we’ve always been committed to serving good coffee and building an authentic relationship with our community, grounded in a sense of gratitude for every person who walks through our door.
