Milestones are always worth celebrating. Maybe you’re on a killer streak on a language learning app, or you just picked up a major modern PR at the gym. Maybe it’s been a month since you decided to quit smoking or drinking. There are massive and petite milestones that remind us of the work we’ve put into something we care about. So when the dial reads zero, or maybe multiple zeros, it’s a massive deal. That’s why it’s worth celebrating.
La Marzoco he certainly thinks so. That’s why they have the True Craftsman Club. Coming to America for the first time, A true Craftsmen’s Club celebrates cafes that take lots of photos, as well as machines that drive trucks.
Announced today, February 17volTrue Artisan Club honors those cafés that have a long-term commitment to it by celebrating milestones of 500,000, one million, two million, three million and four million shots administered. Each marking will be commemorated with a souvenir for both the owner of the machine and the machine itself, a key ring for the owner and a magnetic badge for the machine.
In addition to high-mileage machines, True Artisan Club promotes coffee machines that have stood the test of time, including “Linea Classics, GS, GS2, Miniature and machines manufactured before 1970 that are 15, 20, 25 and 30 years senior.”
To coincide with the launch, La Marzocco created a video and blog post featuring Nashville Crema coffee roasterieswhose Linea PB in a city center café delivered an incredible 4.2 million shots.
To join the True Artisan Club, U.S.-based coffee shop owners must post a photo on Instagram of the shot counter if they have a GB5 or newer model, or the nameplate if they have a Linea Classic or older model. Label @LaMarzocco.USA and send them a private message to facilitate further action.
Of course, the True Craftsman Club is not only open to café owners. Hardworking home users are welcome to try it. All you have to do is fire five shots a day for less than 274 years and you’ll earn a badge for 500,000 shots fired.
So if your coffee shop has been brewing 500 espressos a day on the Linea workhorse for the last six years, you’ve already earned the million-shot badge. Join the True Artisan Club and celebrate your milestone.
