A coffee product and process are provided which produce a coffee product having elevated levels of 3,7-dimetylocta-1,6-dien-3-ol. In various forms, the coffee product is dry roast and ground coffee or a dry soluble coffee product such as a powder or granule form. The process includes adding 3,7-dimethylocta-1,6-dien-3-ol to roast and ground coffee or a soluble coffee to produce an enhanced coffee flavor beverage, or to an extract or solution thereof.