Here's why we like the bitter taste of coffee

A new study by the Northwestern Medicine and QIMR Berghofer Medical Research Institute in Australia, suggests that the more sensitive people are to the bitterness of caffeine, the more they tend to drink coffee. The positive boost provided by caffeine makes them like the bitterness. For the study, researchers observed more than 400,000 men and women in the UK. The study also shows that our genes play a role in our perception of bitter tastes, which further makes us like coffee.