On the heels of the Starbucks blonde, more coffee retailers will begin to feature their own edition to the lighter roast

It’s not just Starbucks that is marketing to this new demographic of light roast lovers, coffee roasters such as Intelligensia, Blue Bottle and Handsome Coffee are noted for their light-roast only mantra.
Starbucks also conducted a study of coffee roasted to various degrees of darkness and documented that 42% of taste testes preferred the lighter roast