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Home brewers who want coffee that tastes the way it should are the store's main buyers, whether they use a pod machine, a bean-to-cup machine or no machine at all. Artisan Coffee Co. was founded in 2019 by a serial entrepreneur, a Q grader and a coffee research scientist, and it began with flavour rather than an origin story.

Michelin-starred chef Ashley Palmer-Watts, formerly Head of Culinary Development at Heston Blumenthal's The Fat Duck, directs the flavour development of every blend. The blends are created and refined by internationally certified Q graders. A proprietary Aromax50 process locks in twice the natural aroma, sealing each coffee fresh from roast.

Every blend is named and profiled like a character. The Heroine is chocolate and nut, The Smart Cookie is smooth and everyday, and The Dreamer is a sweet decaf whole bean. The Big Shot is dark and rich and has been featured in the Daily Mail and The Daily Telegraph. A limited Tour de 4 blend was created with Sir Chris Hoy, with a share of each bag going to partner charities. Ceremonial grade matcha from Shizuoka, Japan, and 24-day advent calendars of pods or bags add variety.

Restaurants, hotels and offices can also source the chef-crafted blends through wholesale supply. Gift buyers choose from one-year and six-month gift subscriptions, and a Discovery Set helps first-time drinkers find a favourite. The Q Club subscription keeps a chosen blend arriving without reordering.