It’s not a common sentiment among business owners to push customers out of their comfort zones. Then again, conventionalism isn’t part of Ryan Castelaz’s approach at his Sister Bay coffee shop, Discourse: a Liquid Workshop. They recently celebrated their one year anniversary, so I talked with Castelaz about the past year and the delicious discomfort they’ve thrived on.
Castelaz didn’t always like coffee. In fact, he hated it. During his sophomore year at the University of Wisconsin-Milwaukee, he participated in a student teaching practicum. It was then that he began to discover the necessity of coffee to get through the day. When he studied abroad in Italy soon after, he fell in love with espresso.