For Roasters & Retailers

Why Does This Cup of Coffee Cost $10?


Every morning, bleary-eyed New Yorkers line up to spend $2, maybe $3 on coffee at bodegas and street carts. Even if people Starbucks, or one of the city’s smaller, sophisticated shops, they’re likely to top out at about $5 for a caffeine fix.

But 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.

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