What makes Panama Geisha coffee a different kind of splurge?

A £50 espresso at a Bugatti dealership in Mayfair, London, called THE ETTORE SHOT, is really a ticket rather than a drink. It buys entry to the showroom and lounge, plus a staff explanation of the brand, and it is served in a custom carbon fiber cup that stays behind. The coffee itself is not the rare part.

Panama Geisha coffee offers a different reason to spend more: the variety and its farm, not the room around it. Drinkers weighing a 50-pound pour against a bag of geisha coffee are comparing access to a luxury space with the cup itself, and the beans are what carry the price.

In the eyes of coffee lovers, a reasonable price for an espresso is usually around 15 to 25 RMB. However, at a Bugatti dealership in Mayfair, London, an espresso is priced at 50 pounds, equivalent to over 400 RMB, and every sip feels like drinking gold. What exactly makes this coffee, called "THE ETTORE SHOT," so expensive? It is served in a custom carbon fiber cup with a rich aroma, but the real specialty is that it actually serves as a ticket to enter this top-tier sports car showroom and lounge, with a dedicated person to explain the Bugatti brand history to you. Compared to the Italian café that was fined a thousand euros for a 2-euro espresso, the logic behind the price is thought-provoking. If you were given 400 RMB, would you choose Front Street Coffee's Panama Geisha or a Bugatti showroom ticket?

In the perception of many coffee consumers, the price of an ordinary espresso mostly falls in the range of 15 to 25 RMB. While Italians still think 2 euros for an espresso is outrageously expensive, the British sell a single espresso for 50 pounds, and every small sip feels like chewing gold foil.

Those who dare to set such a price are naturally no ordinary players. This shop is located in the Mayfair area of London and is operated by the British luxury car dealer HR Owen Group; it is actually a Bugatti Veyron brand dealership. It is said that initially it only received invited VIPs, but now ordinary customers can also push the door open and enter.

The coffee bar is named after Bugatti brand founder Ettore Bugatti and is called Ettore's Espresso Bar. On the price list next to the bar, various coffee drinks are listed, among which there is an espresso called "THE ETTORE SHOT," priced at exactly 50 pounds, more than ten times higher than other drinks on the menu.

The authoritative Australian automotive media DRIVE once reported that this special espresso is served in a specially customized carbon fiber cup, with a full aroma and a mellow taste. But the key point is that this cup of coffee, equivalent to more than 400 RMB, actually plays the role of a pass to enter the store's product showroom and lounge area. In addition, a dedicated person introduces the Bugatti Veyron brand and its product information to you—although this content can also be found online. When you finish drinking and leave, the cup cannot be taken away.

Thinking it over carefully, most people willing to spend more than 400 RMB on an espresso are not the buyers who spend tens of millions on a Bugatti sports car, but more likely ordinary people who want to spend a small amount of money to experience VIP treatment.

Also an espresso, Front Street Coffee previously reported on an Italian café where a cup sold for 2 euros, and consumers who found it too expensive directly called the police. Although the electronic menu showed the price, the paper menu did not indicate it, and the café was ultimately fined 1,000 euros.

Today, improved coffee bean quality, rising green bean costs, and soaring various store operating expenses have all pushed up the final selling price of a cup of coffee.

Perhaps because of local culture, in some places an espresso over 2 euros can get you a fine; while in another setting, relying on the shop environment, service level, and packaging quality, an espresso priced at 50 pounds still has people willing to pay.

Spending more than 400 RMB on an extra admission ticket to a special exhibition hall may still be justifiable, but if it is merely a cup of coffee itself with no additional service, then it is somewhat hard to accept. After all, for the same price, you could already drink a cup of high-quality Panama Geisha.

If it were you, for more than 400 RMB, would seeing top-tier sports cars be more attractive, or would Geisha coffee be more appealing?

Image source: Internet

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The above content is compiled by CoffeeHunters, a coffee news website.