A system, method, and apparatus are disclosed for controllably dispensing a liquid beverage concentrate for use in dispensing a beverage. The beverage may contain liquid beverage concentrate in combination with a liquid dilution ingredient such as water and may also include one or more additional ingredients. This system, method, and apparatus provides more precise control of the quantity of beverage concentrate dispensed by operating a pump used to dispense the concentrate based on the number of pulses of concentrate dispensed. A calibration is made to determine the measure of concentrate in each pulse. This volume per pulse is recorded and stored in a controller to controllably dispense a precise volume for a specific type of concentrate based on a predetermined recipe retained in the controller for each drink, type, and volume of the finished beverage.