Inside the 12 Days Curation: How We Choose Origins, Roasts & Stories (No Spoilers)

Inside the 12 Days Curation: How We Choose Origins, Roasts & Stories (No Spoilers)

Why this year’s curation is different

Most “coffee advent” samplers give you a quick sip just enough to taste. We wanted you to brew a real cup you can share, so every day in our 12 Days of Coffee is a generous 50 g bag. That’s enough for:

  • Two 12 oz pourovers (≈25 g each), or

  • One large French press or Drip brewer (≈50 g to 800 g water), or

  • A side-by-side tasting flight if you use smaller cups.

Why 50 g matters: true flavour development needs headroom—proper ratio, proper extraction. A fuller dose means you taste the coffee’s structure (acids, sweetness, body), not just a hint.

Quick ratios (save this): 1:16 is crowd-pleasing. Try 25 g coffee : 400 g water for one cozy mug; 50 g : 800 g for sharing.

How we build the box (without spoilers)

1) Origin arc (terroir you can feel)

We start with a geography map: Central & South America, East Africa, and a wild card. You’ll taste comfort (think chocolate, nuts) and sparkle (citrus, berries) across the 12 days.

  • Balance rule: at least three bright/fruity days, at least four chocolate-forward days, one curveball that expands your palate.

  • Sourcing lens: long-standing partners, above cost-of-production pay, and relationship coffees that tell a story.

2) Roast spectrum (comfort → adventurous)

We design a wave so your palate doesn’t fatigue:

  • Days start approachable, build into fruit-forward and floral, then resolve into cozy winter notes.

  • Nothing scorched, nothing underdeveloped, clarity and sweetness first.

3) Flavor pacing (the “mix tape” effect)

We sequence by mood + mouthfeel (not just origin). A rich, chocolately cup might be followed by a tea-like, bergamot-leaning coffee so your senses reset.

4) Story cards (people over hype)

Every bag carries one true thing about the people or place behind the coffee, how a processing change lifted sweetness, how a farm re-invested, or a community initiative that made a difference. No spoilers here; just know you’ll get real context, not marketing fluff.

5) Quality gates (roast & cup)

Each coffee is cupped multiple times: pre-ship, arrival, post-roast. If a lot shifts in transit (it happens), we swap in a contingency that hits the same flavor lane. The end result: 12 reliable brews you can make with confidence.

Tell us: Which day did you love most last year and why? Drop your note below. If this is your first specialty coffee box (Canada) with us, tell us what flavour you hope appears (chocolate cherry? citrus? almond?).

Keep exploring