The $24 La Esmeralda Tucamo pour‑over, a rare Panama coffee, is now on the menu at George Howell Coffee cafés in Boston.
Why the price draws attention
Whereas specialty cafés in Austin and Portland charge as much as $60 for a cup, the Boston price has sparked debate about whether ordinary drinkers can truly discern its qualities compared with a standard Dunkin’ brew.
George Howell, the octogenarian who founded the Coffee Connection in 1975 and sold it to Starbucks in 1994 for $23 million, also co‑founded the nonprofit Cup of Excellence, which runs global coffee competitions and auctions.
Howell explained that the $24 price reflects the unique terroir required for the beans: the weather and terrain must be “just right,” and each tree yields less than a pound of coffee per season.
He described La Esmeralda Tucamo as “sweet and floral without being sugary, and devoid of bitter notes.” When asked whether adding milk or sugar was acceptable, Howell replied, “I’d die,” adding, “It would be the same as putting maple syrup in a great Bordeaux.”
Customers who have ordered the cup report mixed feelings, with some embracing the experience and others questioning whether they should spend $30.82 total, including tax and tip, for a single beverage.
Frequently Asked Questions
What is La Esmeralda Tucamo?
It is a coffee sourced from Panama, known for its sweet, floral profile and produced in limited quantities because the trees yield very little fruit each season.
Where can the $24 pour‑over be purchased?
The drink is available at George Howell Coffee locations in Boston’s Back Bay.
Why does George Howell consider adding milk or sugar unacceptable?
Howell says adding milk or sugar would ruin the coffee’s character, likening it to “putting maple syrup in a great Bordeaux,” and he stated he would “die” if it were done.
Will the conversation around ultra‑premium coffee pricing influence how other cafés price their specialty offerings?
