The World’s Most Expensive Coffee Just Brewed in Dubai
Dubai just took luxury to a whole new level — this time, in a cup.
Rarity, Craft, and Premium Positioning
In the luxury capital of Dubai, coffee has officially entered the realm of art and exclusivity. At Julith Coffee & Roastery, a new record has been set for what is now known as the world’s most expensive cup of coffee — priced at AED 3,600 (around ₱57,000) per serving.
The beverage, made from the rare Nido 7 Geisha beans grown in Panama’s Barú Volcano region, represents not just a drink, but a symbol of craftsmanship and exclusivity that only a handful of people in the world will ever taste.
Origins, Auction, and the Numbers
The Nido 7 Geisha is no ordinary bean. Grown in volcanic soil at high altitudes in Panama, it underwent a meticulous cultivation and fermentation process that set it apart from other Geisha varieties.
At the 2025 Best of Panama coffee competition, Nido 7 Geisha scored an exceptional 98 out of 100, with six judges awarding it a perfect score — an unprecedented feat in specialty coffee competitions.
Only 20 kilograms of the beans were made available for global auction. Julith Coffee & Roastery in Dubai won the bidding war, paying a record-breaking AED 2,218,785 (around US $604,000) — equivalent to AED 110,938 (US $30,200) per kilogram.
According to Julith, this lot represents the highest price ever paid for any coffee at auction anywhere in the world.
The Experience
At Julith, coffee isn’t served with gold-plated cups or lavish embellishments. The luxury is in the bean, the process, and the story.
In an interview with Gulf News, Julith’s co-founder and Turkish barista champion Serkan Sagsoz explained:
“We’re not serving it in a gold cup with extravagant extras. The Nido 7 Geisha is a remarkable coffee that only a handful of people on the planet will ever taste — and now, for the first time, that’s possible right here in Dubai.”
The café offers two options:
A single cup of Nido 7 Geisha brewed by a certified barista.
A “Panama Geisha Experience,” a curated tasting session for one to four guests, which includes storytelling about the bean’s origin, terroir, and brewing process.
Each brew is prepared with precision — using a specific water temperature, grind size, and pour-over technique designed to extract its unique notes.
Sagsoz describes the flavor as:
“Delicate and sweet, like honey — with white floral notes of jasmine, citrus hints of orange and bergamot, and a touch of apricot and peach.”
The attention to detail extends even to the environment: minimalist presentation, controlled lighting, and a quiet, meditative atmosphere designed to let the aroma and flavor take center stage.
Beyond the Brew: A Masterclass in Branding
This event isn’t just about coffee. It’s about strategy, positioning, and the psychology of luxury.
Julith’s approach transforms coffee into a narrative — one built on scarcity, authenticity, and story. The brand sells not caffeine, but significance.
Exclusivity: With only 20 kg in existence, each cup feels like owning a fraction of history.
Craftsmanship: The bean’s story — from Panama’s volcanic soils to the precision roasting in Dubai — turns each sip into a journey.
Status Symbol: The experience becomes a reflection of taste and refinement, not excess.
For many luxury brands, this is a familiar formula: people pay not just for the product, but for what it says about them. Julith understood this perfectly.
Dubai’s Record and Reputation
Dubai previously held the Guinness World Record for the most expensive cup of coffee, priced at AED 2,500, but Julith’s new brew surpasses it easily. The café intends to serve only around 400 cups of this batch — a number that reinforces both its rarity and exclusivity.
In a statement, Julith emphasized:
“We are not trying to shock; we are honoring craftsmanship. True luxury is not in extravagance, but in intention.”
This philosophy aligns with Dubai’s ongoing effort to blend its reputation for opulence with its emerging identity as a hub for global culinary excellence.
Lessons for Creatives and Entrepreneurs
The Julith story offers a profound takeaway for brands and creators everywhere: value is built through narrative, intention, and experience.
You don’t need a million-dollar auction to create something premium. You only need:
A meaningful origin story (why your product or service exists)
Controlled access (scarcity builds demand)
Emotional connection (make your audience feel part of the story)
Integrity in craft (quality that speaks for itself)
Luxury isn’t loud — it’s purposeful. It’s not about being unreachable, but unforgettable.
Julith Coffee & Roastery’s record-breaking brew reminds us that even in a world saturated with convenience, there is still immense power in craftsmanship and story.
It’s a simple truth that transcends industries:
When you lead with authenticity and precision, the world will pay attention — sometimes, quite literally, a thousand dollars at a time.
Reference Highlights
PhilStar Life – “World’s Most Expensive Coffee Goes on Sale in Dubai” (Oct 2025)
Gulf News – “Dubai Café Offers the World’s Most Expensive Coffee at AED 3,600 a Cup”
The National News UAE – “Julith Coffee & Roastery Buys Nido 7 Geisha for AED 2.2 Million”
