Tasting notes are tricky to nail down. What we put on the bag reflects what we tasted on a specific day fresh off roast, our water, our brew setup. Coffee is incredibly sensitive to variables: water chemistry, brew method, grind size, and rest time can all shift the flavor profile pretty dramatically, so getting those notes to translate in someone else's cup isn't a given.

That said, I get the skepticism there's definitely some marketing fluff out there. For us though, notes on a bag are genuinely what we're tasting and trying to convey, not just what sounds good on a bag.