“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.’

About the author

Ross Kaplan has 19+ years experience selling real estate all over the Twin Cities. He is also a 12-time consecutive "Super Real Estate Agent," as determined by Mpls. - St. Paul Magazine and Twin Cities Business Magazine. Prior to becoming a Realtor, Ross was an attorney (corporate law), CPA, and entrepreneur. He holds an economics degree from Stanford.
1 Response
  1. sdb

    I think artisan coffee is critical to my every day life and why I keep waiting for my house to regain some value so I can go live in Portland or the Bay Area where they really understand it. Until then I survive by making my own. More baristas should actually understand the concept of microfoam and maybe more people would understand the difference between a crappy latte and an artisan drink. I haven’t seen a single local chain make decent coffee here. Only a couple of independents.

Leave a Reply