The Art of Freshness: Why Roast Dates Matter in Specialty Coffee
Introduction
In the world of specialty coffee, every detail counts. From the farm where the beans are grown to the brewing method you choose at home, each step plays a role in the final flavour in your cup. But there’s one factor that often gets overlooked, even by dedicated coffee drinkers: the roast date.
At Brewno, we stamp every bag with a clear roast date because we believe freshness is non-negotiable. Let’s break down why roast dates matter, how long coffee stays fresh, and how you can get the most out of every bag.
Why Roast Dates Matter
Unlike supermarket coffee that can sit on shelves for months, specialty coffee is at its peak within weeks of roasting. Freshly roasted beans retain the delicate aromatics, sweetness, and balance that define specialty coffee.
When beans age, they lose volatile compounds that create flavour complexity. This means that after too long, your coffee may taste flat, bitter, or lifeless; even if it was roasted from top-quality beans.
That’s why knowing your roast date matters just as much as knowing where your coffee was grown.
The Ideal Freshness Window
So, how fresh is fresh?
Resting phase (0–5 days post roast): Coffee is degassing carbon dioxide. Brewing it too early can sometimes mute sweetness and aromatics.
Peak flavour (5–21 days post roast): This is the sweet spot. The coffee has rested just enough, but still retains all the brightness, balance, and depth of flavour.
Gradual decline (3–6 weeks): The coffee is still drinkable, but the complexity starts to fade.
Stale zone (after 6+ weeks): Flavours flatten, bitterness can rise, and the experience is a shadow of what it once was.
At Brewno, we recommend enjoying your beans within 2–4 weeks of the roast date for optimal flavour.
Why Brewno Keeps It Fresh
Unlike mass-produced brands, we roast in small batches twice a week at our Brisbane warehouse (Wednesdays and Fridays). This ensures that when you order a bag, you’re receiving coffee that’s freshly roasted; not something that’s been sitting around.
Our blends, like Before 5AM, are designed to showcase bold, rich flavour that shines in this freshness window. You’ll notice the difference immediately when you open a bag and breathe in that first burst of aroma.
How to Store Your Coffee for Maximum Freshness
Even with fresh beans, storage plays a big role in how your coffee tastes at home. Here are a few pro tips:
Keep it airtight: Oxygen is coffee’s biggest enemy. Store beans in their original resealable Brewno bag, or in an airtight container.
Avoid light and heat: Sunlight and warm spots (like near the oven) can accelerate staling. Keep beans in a cool, dark cupboard.
Don’t freeze ground coffee: While whole beans can be frozen if sealed properly, ground coffee loses flavour quickly once exposed to air. Always grind fresh.
Reading Labels Like a Pro
Many supermarket coffees list a “best before” date; but that doesn’t tell you when the coffee was roasted. By contrast, Brewno bags clearly display the roast date, so you always know exactly how fresh your coffee is.
This transparency is part of what makes specialty coffee special: it’s not just about selling coffee, but about sharing knowledge and elevating your experience.
Why Freshness is Part of Our Philosophy
For us, freshness isn’t just about flavour; it’s about respect. Respect for the farmers who carefully cultivate their crops, respect for the craft of roasting, and respect for you, the drinker, who deserves nothing less than the best.
When you brew a cup of Brewno coffee, you’re tasting a story that started on a farm and travelled halfway across the world. Ensuring it’s fresh is the final step in honouring that story.
Final Sip
Next time you reach for a bag of coffee, flip it over and check the roast date. If it’s months old, chances are it won’t deliver the cup you deserve.
With Brewno, you never have to wonder. Every bag; from Before 5AM to Bean There, Dripped That; is roasted fresh and stamped with the date it came out of the roaster. Because when it comes to coffee, freshness isn’t optional; it’s everything.
Ready for your freshest brew yet? Explore our blends here.