We understand that coffee taste is very individualized and nearly everyone has a different preference in the strength at which they consume their coffee. Many things can affect the final cup profile including coffee freshness, water quality, extraction rate and grind size. Since our coffee is freshly roasted and full of its original flavor, less is required than with your usual store bought brands. Therefore, Blessed Bean Coffee’s brewing tips are just a baseline for brewing and can be adjusted accordingly to meet your unique taste. The standard cup size for a coffee carafe is 5 oz (unlike the more commonly used 8 oz. for other fluid measurement). For a medium strength coffee, we recommend about 1 ½ level tablespoons of ground coffee for every 2 cups of cold water. For a 10 cup carafe, we recommend using about 7-8 level tablespoons and for a 12 cup carafe, we recommend using about 8-9 level tablespoons. Again, if you like your coffee milder or stronger, then adjust these numbers accordingly. Also keep in mind that as your coffee ages, more will be required to maintain the same cup profile. Keep all unused coffee in a cool, dry and airtight space. To illustrate the variables in producing a great cup of coffee, view the attached SCAA chart that correlates strength, extraction and brewing ratio.