Masterclass - Fraser Smith

Building Brand Advocacy - There's a Melody That Chimes When a Coffee Brand's Promises, Behaviours and Artifacts Align

Our Masterclass season continues!

We’re excited to welcome Fraser, founder and owner of EH9 Espresso!

Originally from Newport-on-Tay, Fraser’s passion for coffee truly ignited while studying at the University of Edinburgh. What began as a part-time café job in 2014 quickly grew into a deep involvement in Scotland’s specialty coffee scene.

At just 25 years old, Fraser launched EH9 Espresso in 2021 with the aim of giving Dundee’s coffee culture an adrenaline shot. Opening its doors that June, EH9 immediately made waves. Four and a half years on, the café is busier than ever, has earned national recognition, and sits at the heart of Dundee’s rapidly expanding specialty coffee community.

In this relaxed fireside chat, Fraser will share his journey into specialty coffee, the challenges and lessons along the way, and how EH9 Espresso came to life - from first ideas to building one of the city’s most exciting coffee spots.

Perfect for coffee lovers, creatives, and anyone curious about turning passion into practice. ☕🔥