Summary of “What to Know About Devoción’s $10 Aguadulce Coffee”

At the East Village Japanese café Hi-Collar, one type of coffee – the Aguadulce brew from the Colombian importer and roaster Devoción – starts at $10, and goes up to $12.60, if you’d like it brewed via siphon.
The arrival of a $10 cup of coffee in New York is not exactly unprecedented, but still: What’s the deal? Is this, like the $2,000 omelet and a $185 sando, a marketing stunt that also manages to take advantage of people with more money than sense, or can a single cup of coffee really be worth the same amount of money as a month of Apple Music?
All of Devoción’s coffee comes from Colombia, a country with 500,00 coffee farmers who, understandably, tend to prefer the most resilient varieties of the plant.
The type of coffee that is used in the Aguadulce coffee, has issues.
“The higher the coffee, the sweeter it is,” explains Devoción’s Jonathan Dreszer, the company’s chief marketing officer who also oversaw the development of the Aguadulce coffee.
The international price of coffee is about 0.88 cents per pound – so low that many Colombian farmers don’t earn back what it costs to produce.
Sutton makes a point to sell coffee that is no older than 30 days from the farm.
Even if you are a fan, it’s probably not an every day kind of coffee experience, but look at it this way: A Devoción coffee at Eleven Madison Park costs a whopping $24, so $10 could even be viewed as something of a discount – and you don’t need to make a reservation three months out to try it.

The orginal article.