I can't think of anything more enjoyable than the sounds and aromas that come from brewing fresh coffee in my best small coffeemaker. Even for people that don't like to consume the finished product, the wonderful smells that result during the brewing process are simply irresistible. Of course, much of the aroma that comes from freshly brewed coffee is the result of using freshly roasted coffee; the same results simply cannot be achieved using stale coffee. Sure, stale coffee still has an aroma, but it's not nearly as defined or intense as it is with fresh coffee. Not only that, but stale coffee just doesn't taste as great. The subtleties in flavor that result from using freshly roasted beans are no longer there when using old coffee.
Apart from using fresh coffee, it's also critical to grind the beans immediately prior to brewing using a quality burr grinder. Coffee begins aging and losing aroma and flavor just after being ground, so it's important to use the coffee right away. Don't buy into the idea that you can store your ground coffee in the freezer or an airtight container. Neither of these recommendations work and will not preserve the coffee. The better option is to purchase whole bean coffee and grind it before use. As mentioned above, it’s recommended that you use a burr grinder, since this type of grinder will produce an even grind without creating dust particles that lead to bitterness.
When selecting a whole bean coffee to enjoy there really aren’t any rules to adhere to. The great news is that there are many coffees available that will satisfy your taste buds, so it’s nearly impossible to make a wrong decision. The one thing I will say is that it’s important to choose beans that have been freshly roasted if possible. Apart from that, you will also want to choose beans that have a light or medium roast, since buying darkly roasted beans will not allow you to experience any of the subtle flavors of the bean itself. Happy bean shopping!