Friday Night Format
Latte Art Throwdowns
Head-to-head pours, a bracket, a judge, and a room that stays until the final. The format that built ESOM, brought to your shop with the crowd that follows it.
Explore the CircuitESOM · Coffee Shop Activations
CAFÉ CULTURE, ACTIVATED.
Throwdowns, takeovers, launch nights, and workshops produced inside working coffee shops. We bring the format, the baristas, the crowd, and the cameras. The shop brings the counter.
Start an ActivationCoffee Shop Activations
FILL THE ROOM. FEED THE FEED.
Espresso State of Mind produces events inside working coffee shops. For shops, it is a packed night and a new audience. For beverage brands, it is the product in the hands of the people who pour it for a living. Either way, the counter becomes the stage.
Brand in the Shop
Brand Takeovers
A beverage brand takes the counter for a day or a weekend. Custom menu, branded cups, sampling built into the regular line, and baristas briefed on the product.
Explore Brand Activations
After Close
Product Launch Nights
The shop after hours, a signature drink built on the new product, and an invite list of baristas, regulars, and press. The launch happens where the product actually gets used.
Plan a Launch Night
Hands on the Pitcher
Barista Workshops
Latte art and espresso classes run in-shop for your staff, your customers, or a sponsor's audience. Taught by competition baristas, sized to the counter.
Explore the AcademyWHAT WE BRING TO THE SHOP
The crowd, the cameras, the sponsor, the drink, and the run of show. The shop provides the counter and keeps the regulars served.
The Crowd
Barista Community
A national network of working baristas who show up, compete, and post. The room fills because they know the format.
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In-House Media
Content Production
Photo, recap film, and social-ready clips shot on the night. The shop and the sponsor both leave with an asset library.
See Past Recaps
Sponsor Fit
Brand Integration
Milk, syrup, roaster, and equipment partners placed into the format so the sponsor is part of the event, not a banner behind it.
Explore Brand Partnerships
Menu + Product
Signature Serves
A drink built for the night and named for it. Recipe developed, tested at volume, and handed to the shop to keep on the board after.
Explore Beverage Experiences
Run of Show
Event Production
Bracket, judging, MC, sound, prizes, RSVPs, and a lead on the floor. The shop keeps serving; we run the event around the counter.
Explore Experiential HospitalityTHE COUNTER IS THE STAGE.
Coffee shops book ESOM because the room fills with people who care about coffee. Brands book ESOM because those are exactly the people who decide what goes on the menu. Both leave with the content to prove it happened.
Start an ActivationOn the Floor
SHOPS WE HAVE FILLED.
Sweetleaf Latte Art Throwdown
See the Recap
Lontra Kick-Off Party
See the Work
Ground Support Throwdown
See the Recap
10 Speed After-Party, Los Angeles
See the Work
Latte Art Workshop
Book a Class
ESOM · Start an Activation
BRING US THE SHOP.
Tell us the shop, the date, and whether there is a brand behind it. We come back with the format, the crew, the crowd plan, and the content deliverables.
Start an Activation