Janet Zappala and Sue Monroe
Diehard Starbucks coffee drinkers, used to paying higher prices for their favorite cup of Joe, are finding the $7 price tag for the coffee giant’s limited edition Costa Rica Finca Palmilera a bit too much to swallow. Janet Zappala reports for the NBC4 News at 11 p.m. on Nov. 28, 2012.
Diehard Starbucks coffee drinkers, used to paying higher prices for their favorite cup of Joe, are finding the $7 price tag for the coffee giant’s limited edition Costa Rica Finca Palmilera a bit too much to swallow.
"This is a luxury as it is, just paying three or four dollars for a cup of coffee," said one customer.
Touting what is the Seattle-based company’s most expensive brew ever, Starbucks said the Costa Rican java is made from a rare coffee variety known as Geisha. It’s very difficult to grow, but superior in taste, the company said.
The new brew is currently being tested in 48 Starbucks nationwide, mostly in Oregon and Washington. Los Angeles-area Starbucks are not yet serving the brew.
Still, with the economy sluggish and the so-called fiscal cliff looming, coffee drinkers said it all comes down to priorities.
And if you want to buy an eight-ounce bag of the rare bean, you’ll have to part with $40.
"It’s not something I’m willing to give up another object for," another customer said.
Despite the hefty price tag, Starbucks is betting this is a winner. So far, though slightly different than what’s sold in its store, an online offering of the specialty coffee sold out in 24 hours.
For its part, Starbucks reminds consumers that its everyday brewed coffee is a competitive $1.60, but that its reserve line of coffees are and will be available as part of its effort to "meet customers where they are on their coffee journey."