Can a $17 coffee taste premium? We thought people should judge for themselves.

So we teamed up with Tyson Yoshi, hid the 7CAFÉ branding, and opened BE FAIR CAFÉ at Harbour City for a massive blind tasting.

No labels. No price tags. Just coffee.

Over 3,000 people gave their reviews, leaving them all over Tyson's car. And only then did we reveal the coffee behind it all — 7CAFÉ.

Turns out, good coffee doesn't need an expensive price tag. Sometimes, it just needs a fair chance.