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 ?

closed as primarily opinion-based by Nicole, Drew, snailboat, Ellie Kesselman, Dan Bron May 12 '15 at 15:37

Many good questions generate some degree of opinion based on expert experience, but answers to this question will tend to be almost entirely based on opinions, rather than facts, references, or specific expertise. If this question can be reworded to fit the rules in the help center, please edit the question.

  • 1
    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.


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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