“Hand-Crafted Signature Beverages”
I get, sort of, such things as artisanal bread, cheese, and beer.
But I’m sorry, I draw the line at coffee — and pitches like the one below for a local coffee chain in a recent mailer:
“Our hand-crafted lattes begin with double shots of our fresh roasted signature espresso blend, we add in your favorite flavoring and top off with three layers of velvety steamed milk.”
I think who ever came up with that copy missed their true calling: writing romance novels.
P.S.: You know that “artisan” has gone (too) mainstream when Sam’s Club is touting its “Artisan Lettuce.”
The next overused — and therefore meaningless — marketing term to watch out for: ‘heirloom.’