I add sugar to my cup and it balanced out the flavor for me. My husband does not use sweeteners and says its almost bitter to him. I tasted it both ways and I liked it both ways, but preferred it sweet.
I was always afraid to try the Columbian coffee because I don't like extra strong flavor but I also don't like wimpy flavor. I was given a sample of it and now I am hooked on it. It's the perfect balance. There is no bitterness to it. I can happily add this to my collection. Thanks for the sample.