It's very smooth. Just the slightest hint of bitterness, not at all sour. It does have a very deep, smoky, dark flavor and it is really good. I think the strength is just pretty good, just the way it is, but I will treat myself to one teaspoon of hand, a half and half. I think I've heard that. Even though I like the way the coffee tastes, I do think in general that cream and sugar generally makes it taste better.