I saw the following on a store sign in a foreign country. EXCELLENCE IN HAND DRIP COFFEE

Isn't it better to use adjective as in EXCELLENT HAND DRIP COFFEE ?

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    It's ad copy -- you use whatever you believe will attract customers. Even misspellings and fractured grammar are "fair", if they do the job. – Hot Licks May 11 '15 at 22:43

mmmmm hand drip coffee....mmmmmm

By starting the phrase with the noun, they are indicating that they provide excellence, or are known for their excellence. This is a stronger statement than just saying "Excellent Hand Drip Coffee" because it suggests that someone somewhere believes it already, and gives them some reputation.

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A sentence fragment that begins "Excellence in .... " is retailing/marketing cant.

It implies "You can expect excellence in {something} from us" or "We are known for excellence in {something}".

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