Bugatti is Offering $60 Expresso Shots to Fools

It’s not a mistake. That’s the estimated cost ($59.80,
litigate me) of The Ettore Shot at Ettore’s Espresso Bar in Mayfair—the high-priced London locale. Positioned within the Bugatti showroom of luxury retailer H.R. Owen, it’s marketed as the “most exclusive coffee spot in London,” even though it seems it’s no longer an invite-only establishment. That being said, exclusivity doesn’t always equate to quality.

H.R. Owen doesn’t tout The Ettore Shot as particularly extraordinary, which one would anticipate at such a price point. According to Drive, the retailer’s lone justification is serving it in a carbon fiber mug that you don’t even get to keep. Granted, the cost includes entry to the Bugatti lounge and showroom, allowing you a close encounter with a Chiron and a briefing on the company’s heritage. (Just a heads up, you can get the same briefing for free by commenting “the Chiron is uninteresting” on any social media platform.)

When it comes to bang for your buck, this experience is only surpassed by a trip to Monaco and completely eclipsed by the minuscule papers that hippies peddle. I understand that pleasure isn’t the main objective; the drink functions as both an entry test for the showroom and as bait for ostentatious spenders. I won’t be monitoring hashtags to see its effectiveness, as ignorance is bliss.

But it’s not all a waste of money, as the espresso bar also offers other coffee beverages at relatively reasonable prices. £4 (or $4.78) can reportedly get you a cappuccino, espresso, flat white, latte, macchiato, or the peculiar European take on Americano. Even if you indulge in any of these, retirees will still be quick to criticize your fiscal choices, but one coffee—or even a thousand—won’t affect your ability to own a home. Unless, of course, you’re splurging $60 per shot, then you might be part of the reason behind the housing crisis.

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