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Future Of illycaffe Coffee: Prices As High As Fine Wine?


Is there a market for pricey premium coffee just like there’s a market for super-expensive fine wine?

illycaffe’s chairman Andrea Illy says it’s possible his coffee company could start charging much more for the best brews.

“The idea is that, very much like what happened with wine, there’s a very broad quality and price spectrum. I think that we can pursue the same [opportunity,] in differentiating more and more coffees so that the average price per cup can increase,” he said.

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