It smells of jasmine, citrus, peach and apricot. It’s called “Nido 7 Geisha” and it is the most expensive coffee in the world: a cup costs 850 euros. It will be served at Julith, a luxury venue in the heart of Dubai, where espresso becomes a status symbol and taste a multi-sensory experience.
A whim for a few, in a city that thrives on records and blinding lights.
From the mountains of Panama to the golden desert
The beans come from the plantations of Hacienda La Esmeralda, near the Barù volcano, in Panama. To get just 20 kilos of it, the Julith’s owners spent over half a million euros in an auction that lasted 13 hours.
A rush for luxury that speaks well of the emirate’s philosophy: everything that can be exclusive must be completely exclusive.
Tasting the Nido 7 Geisha is not a simple coffee break: it is a small theatrical ritual. Customers watch the preparation, from filtration to tasting, followed by experts who explain every aromatic nuance.
Those who want maximum privacy can sit in a private room, where each sip costs 100 euros. And according to the owners, up to 400 cups will be served per day.
Aromas of honey and tropical flowers
Julith founder Serkan Sagsoz describes Nido 7 Geisha as a coffee “reminiscent of tea,” with notes of jasmine, citrus, peach and honey. A rare and delicate blend, perfect for a city that thrives on contrasts like Dubai.
It is no coincidence that the emirate had already won a Guinness for the “cheapest” coffee: just 550 euros per cup.
A luxury to be cherished, not shared
The Julith has received requests from collectors and enthusiasts all over the world, but the blend will remain confidential. Only a small portion went to the Dubai royal family. The rest? It will remain within the walls of the restaurant, like a liquid treasure to be sipped under the gaze of the privileged.
View this post on Instagram
But why does it cost so much
A very rare variety
“Geisha” (or “Gesha”) is one of the most prized varieties of coffee in the world, originally from Ethiopia but grown mainly in Panama, where the volcanic soil and extreme altitude (up to 1,900 metres) enhance its aroma.
It is difficult to grow, requires meticulous care and produces very few beans. The result? A coffee with unique floral aromas, but with low yields and very high costs.
Auctions drive up prices
The best Geisha lots are sold at international auction every year.
In this case, Hacienda La Esmeralda — one of the most renowned plantations in Panama — offered for sale only 20 kilos of “Nido 7 Geisha”, purchased by Julith for over half a million euros after 13 hours of bidding.
In practice, the price does not determine the real value, but the competition between rich collectors and luxury venues who want to boast of having it.
It’s a question of image (and marketing)
In Dubai, everything extreme becomes a symbol of status. Selling an 850 euro coffee isn’t about making money — it’s about making people talk about the place. It’s pure marketing disguised as sensorial refinement: the most expensive coffee in the world becomes an attraction, not a product.
The ritual is part of the price
The cost includes the experience: preparation in front of the customer, explanation of the aromatic notes, service in the dining room or in a private room costing hundreds of euros per session. You pay for the atmosphere, the rarity and the feeling of being “among a select few”.
And then there’s planned scarcity
The Julith serves only 400 cups per day, making it an exclusive commodity. Harder to get = more desirable. It is the basic rule of luxury, also applied to coffee.
In summary, the “Nido 7 Geisha” does not cost 850 euros because it is worth 850 euros, but because can cost 850 euros.
It’s a blend of beans, ego and business strategy, a marketing sip disguised as a tropical elixir.
