For some espresso fans and professionals, spending wherever as much as US $10 on a cup of filter espresso won’t be unthinkable. However what about US $150?
In late January earlier this 12 months, Australian and US roaster Proud Mary Espresso introduced it will promote a pure processed Panamanian Gesha for US $150 per cup. So as to add to its already excessive stage of exclusivity, solely 22 cups of the espresso have been out there between the roaster’s Portland, Oregon and Austin, Texas places.
There’s no denying that coffees like these draw loads of curiosity from trade professionals and shoppers alike. Furthermore, additionally they assist to drive innovation and spotlight excellence within the specialty espresso sector. Primarily, they make the espresso trade extra thrilling.
Nevertheless, we additionally should query the worth that these unique, high-end coffees add to the provision chain. Though a really small handful of people could possibly spend US $150 per cup, does anybody really profit from spending this a lot cash on one cup of espresso?
You might also like our article on whether or not espresso competitions are transferring away from Gesha.
What makes this Gesha espresso so distinctive?
Because the early 2000s, the highly-prized Gesha (or Geisha) selection has induced a stir in specialty espresso.
Boasting advanced floral-heavy flavour profiles and a tea-like physique, Gesha coffees typically fetch excessive costs at auctions:
Grown at 1,750 m.a.s.l. on the Hartmann-owned Guarumo Espresso Farm in Santa Clara, Renacimiento, the “Black Jaguar” Gesha was processed utilizing a “basic” pure course of methodology. Nevertheless, the drying part was prolonged for “about 20 days in [a] darkish room”, which almost definitely helped to boost its distinctive sensory profile.
Solely 100lbs of the espresso have been out there to buy. And among the many bidders for this espresso was Proud Mary. The roaster publicly said it paid US $2,000/lb, which it says is the very best value it has ever paid for one espresso – main it to cost US $150 for one cup of this espresso.
Whereas Proud Mary is thought for promoting extra unique and high-end coffees – together with two different Geshas from Hartmann Estates on its present choices – the roaster additionally has extra inexpensive choices from a variety of origins.
What’s the marketplace for these coffees?
For a few years, Gesha has been some of the sought-after varieties within the specialty espresso sector. Typically talking, Gesha vegetation solely yield small portions of espresso, which contributes to the range’s exclusivity.
As Gesha turned an increasing number of revered, it was solely pure that extra World Espresso Championship rivals began to make use of the range as a part of their routines. Of the 9 World Brewers Cup (WBrC) champions from 2011 to 2019, seven of them used Gesha – nearly making it the norm. Undoubtedly, this helped to spur its recognition within the specialty espresso trade.
The range has turn out to be considerably of a singular promoting level over the previous twenty years, with extra high-end roasters and occasional outlets stocking it extra regularly than ever earlier than. Within the case of extra prestigious manufacturers like Proud Mary, for instance, it’s not unusual for the roaster to have a number of Geshas from quite a few totally different origins on its menu at one time – notably at a variety of value factors.
Nevertheless, in recent times, we’ve additionally seen the rise of different extra unique varieties, and even lesser-known espresso species.
On the 2021 World Barista Championship, the highest three rivals all used Coffea eugenioides: a father or mother species of arabica with a distinctively candy flavour profile. Ultimately 12 months’s World Barista Championship, winner Anthony Douglas used the Sidra selection, which some trade professionals examine with Gesha when it comes to its bodily traits and cup high quality.
And whereas Gesha continues to be utilized by some World Espresso Championship rivals, its presence has definitely dwindled at these high-level competitions over the previous few years. In the end, this leads us to query whether or not the range continues to be as attention-grabbing because it as soon as was.
What’s the worth of serving US $150 cups of espresso?
Though there have been solely 22 cups of the pure processed Hartmann Gesha out there within the US, only a few folks can really afford these sorts of espresso within the first place.
In most specialty espresso outlets within the US, shoppers pay round US $4 for a cup of filter espresso. To the typical shopper, paying US $150 for one espresso shouldn’t be solely absurd, but in addition far past their price range.
Nevertheless, that’s to not say that these sorts of unique coffees don’t serve an vital objective. Whether or not folks can afford them or not, they’re thrilling and distinctive promoting factors for espresso outlets and roasters. Furthermore, additionally they encourage extra folks to speak about specialty espresso – particularly those that are new to or nonetheless studying concerning the trade.
Views from the trade
Spencer Turer is the Vice President of Espresso Enterprises.
“It is a very thrilling time for the specialty espresso trade,” he says. “We’re increasing into super-premium classes, just like different craft beverage industries like wine, bourbon and whiskey, and different spirits.
“For Proud Mary Espresso, promoting the Black Jaguar Gesha espresso for US $150 per cup takes braveness and confidence,” he provides. “I hope the 22 fortunate shoppers of this particular espresso discovered worth [in experiencing] its aroma and complicated and candy fruity floral flavours.”
There’s no denying that paying US $150 for one cup of espresso is past extreme. However that’s the purpose – these aren’t the sorts of espresso try to be ingesting regularly. They’re distinctive and unique, and thereby include a hefty price ticket.
Whether or not or not these coffees are price this sum of money is a matter of opinion. Nevertheless, it’s clear that these ultra-high high quality heaps do have an vital half to play in specialty espresso.
Because the early twenty first century, we’ve seen developments at BoP and different auctions trickle all the way down to the WBC stage – and finally affect the way forward for the trade.
Loved this? Then learn our article on how we will make specialty espresso extra accessible.
Photograph credit: Proud Mary Espresso Roasters
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