A Value Based Pricing Model for Exceptional Espresso

The current framework we have for thinking about exceptional espresso is outdated. People who seek excellence think in terms of value. It's not whether something is thousands of dollars or one dollar. Does the value of that good, service, performance, etc. and the experience that comes with it exceed the price?

There are probably a handful of people in the coffee industry that have the skills and understanding necessary to consistently produce outstanding espresso (or coffee), and that's okay - because my purpose is to inspire you to think about your craft. If you begin with excellence as a starting point and have the decided purpose to continuously improve - then that is the right perspective to build this new framework upon. It's about creating a high value proposition, and executing it.

Craft: Considering complexity, texture, and volume, espresso, properly done, is good whisky (includes whiskey, rye, bourbon, etc.); espresso exceptionally done is exceptional whisky; the skill to craft (roast) an exceptional espresso is equal to or greater than the skill to craft a fine whisky; it takes more skill and expertise to brew an exceptional espresso than to pour a fine whisky.

Pricing: Exceptional espresso is rarer than fine whisky; fine whisky is priced based on the value of the whisky to the customer.

Conclusion: Craft and brew exceptional espresso; price accordingly.