Saturday, November 24, 2012

...for the perfect espresso... (part seven)

exclusive to harrods - the world's most expensive coffee.

it's easy to spot when a luxury brand is getting nervous that it is losing its rarefied status, that's when they start talking 'most expensive' rather than 'the best'.

i offer the following, an extract from a recent harrods press release, as a perfect example:

"Renowned for being the most expensive and luxurious coffee in the world, Terra Nera launches exclusively at Harrods this December.

Sourced from Quechua in the south east of the Peruvian Andes, the production of this coffee is integral to its indulgent taste.

Coffee cherries pass through the stomachs of civet palm cats and are then collected, washed and dried on specially-built elevated tables to be processed immediately in the jungle. Known as Uchunari, civet palm cats live with the coffee farmer where they roam freely around the house and plantation.

The coffee is highly exclusive with limited availability that is dependent on the natural order and mood of the Uchunaries."

one presumes availability is also moderated by the regularity of the civet's bowel movements.

it seems that not only is the coffee being produced courtesy of civet palm cat's shite, it is also being promoted through some of the finest (or, at least, the most expensive) press release shite too.

of more than 300 words in the press release, only 30 make a reference to the taste (possibly shit-flavoured, it's not specific). far more words are devoted to the 'sterling silver and gold plated sacks' your roasted and ground turds will be delivered in.

terra nera coffee will be exclusively available to pre-order from saturday 1st december in the food halls, ground floor at harrods. prices range from £140 to £6,800.

you can call harrods on +44 20 7730 1234 to either place your order, or to tell them to get a life.

you decide which.

if you would like to read more about my search for the perfect espresso, 
allow me to point you to these locations: