Melbourne cafe sells cup of rare filter coffee for $150

MELBOURNE’S caffeine culture is driving up the price of coffee, with at least one cafe charging $150 for a single cup of golden brew. But why the hefty price tag?

MELBOURNE’S culture of cool is driving up the price of coffee, with some cafes charging as much as $150 for a single cup of the golden brew.

“Coffee is operating the same way as whisky, wine and craft beer,” consumer psychologist Adam Ferrier said.

“There are a large number of people who know the category very well, who are looking for new experiences and are prepared to pay for them.”

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Melbourne's $150 coffee, served in a goblet.

Monk Bodhi Dharma cafe in Balaclava.

With the average cup of joe edging up above $4.50, and more than that for one made with premium, speciality-grade beans, it seems Melbourne’s caffeine addiction is becoming increasingly expensive.

And we have social media to thank for it.

“One thing that drives premiumisation is the publicness — or overtness — of the category,” Mr Ferrier said.

Translation: How ’grammable is your coffee consumption habit?

“If people are consuming $20-something coffees in public spaces, it’s because it makes them feel good about themselves,” he said.

“They have a story to tell about the time they tried some exotic blend and ... there is a level of social cache attached to that.

“As a cafe owner once said to me, ‘I have to make this cool; people are prepared to pay for cool’.”

Melbourne’s rising coffee prices were also due to the industry being all grown up.

“As any consumer goods category matures … more opportunities become available and more brands try to create a unique offering,” Mr Ferrier said.

The result is prices at both ends of the extreme.

Mars Shaw, of Monk Bodhi Dharma, Admiral Cheng Ho and Bayano the Rebel cafes, said he sold at least one $150 coffee every two weeks across the three venues.

“The Jose Alfredo #227 filter coffee comes from a limited run of 20kg of beans grown in Panama that have now all been sold,” Mr Shaw said.

“It’s important to remember, people are really paying for an experience.”

For more on Melbourne cafes and restaurants venues bending the dining rules, pick up a copy of today’s mX Zero, brought back by Carlton Zero. Grab yours at Richmond, Flinders St, Southern Cross and City Loop stations from 3pm.

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