From Panama to the UAE: Luxury Geisha Embraces Dubai’s Prestige
A historic deal puts Dubai at the heart of the global coffee map, reshaping the specialty coffee market from Panama to the Middle East.
In an unprecedented deal, Julith Coffee in Dubai purchased 20 kilograms of premium Geisha coffee from Hacienda La Esmeralda in Panama for a record $604,080. The sale captured global attention and reinforced Dubai’s position in the world coffee scene, while also raising questions about the impact of big spending on the sustainability of the specialty coffee market.
Dubai, 11 August 2025 (Qahwa World) – The coffee world is still abuzz after a historic sale at the 2025 Best of Panama auction, where a lot of washed Geisha from Hacienda La Esmeralda in Boquete, Panama, fetched a record-breaking $30,204 per kilogram, totaling $604,080 USD. Scoring an exceptional 98.00 points from 22 international judges, this coffee is now the highest-rated and highest-priced in auction history.
The buyer, Julith Coffee & Roastery in Dubai, is a brand-new company just one week old, backed by investors from Turkey — a fact that added even more intrigue and surprise to the deal.
This sale is not just a record number; it is a statement with implications reaching far beyond the auction floor, touching Dubai’s specialty coffee scene, Panama’s agricultural legacy, and the global coffee market. So, what does this deal mean for the buyer, the seller, Dubai, Panama — and most importantly, for the world?
For Julith Coffee, the purchase represents a calculated leap to the pinnacle of the specialty coffee world. In a city crowded with established brands and ambitious newcomers, making a bold first impression is a strategic move. Buying this Geisha is not simply acquiring coffee — it’s acquiring a story, a brand, and an identity that will define the company for years to come.
The marketing value of such a move is enormous. The phrase “the world’s most expensive coffee roasted in Dubai” will attract both local and international attention, draw in discerning coffee lovers, and position the brand as a purveyor of rare, exclusive experiences. Plans to roast the coffee in micro-lots and present it through selective tasting sessions further enhance its aura of exclusivity.
However, as Lee Safar, founder of Map It Forward and host of the Coffee Diaries podcast, points out, such high-profile deals can create a misleading perception that all coffee businesses in the Middle East operate with limitless budgets. This can lead some suppliers to raise prices for the region, creating an unbalanced market environment.
Dubai: Destination of Prestige
For Dubai, the deal reinforces the city’s place on the map of global specialty coffee hubs and underscores its growing role as a meeting point for farmers, traders, and discerning consumers. Alongside its image as a luxury destination, Dubai is cementing itself as a center for coffee culture, hosting world-class roasters, SCA-certified training centers, and high-profile international coffee events.
Yet, big spending is a double-edged sword. Regional history shows that splashy launches can fade quickly unless supported by a sustainable business model rooted in quality, relationship-building, and long-term planning.
Panama: Home of Luxury Geisha
For Hacienda La Esmeralda, the record sale marks another chapter in a long legacy of excellence. The name has been synonymous with the highest levels of Geisha production for years, and this year’s result reflects decades of precise cultivation, innovation in processing methods, and strong global brand-building.
According to Rachel Peterson, co-owner of the farm, the achievement reflects teamwork and dedication. David Paparelli, CEO of M-Cultivo — the auction’s organizer — emphasized that this sale solidifies Panama’s position as a world leader in premium coffee and opens new opportunities for farmers across the country.
Opportunity and Disruption
The Best of Panama is widely regarded as the top competitive platform for coffee sales. This year’s auction featured 50 lots: 20 washed Geisha, 20 natural Geisha, and 10 other varietals. Thirty lots surpassed the $1,000/kg mark, with an average price of $2,861.20/kg — nearly double the 2024 average — and a record 18,988 bids placed over 12 hours.
These results inspire coffee producers worldwide, proving that exceptional quality, paired with the right marketing channels, can deliver extraordinary financial returns. Yet, at the same time, such high prices can distort perceptions of specialty coffee economics, making consumers view it as an elite luxury rather than an accessible agricultural product.
Media Hype
This sale operates in a space similar to rare collectibles or assets whose value is driven more by scarcity and media attention than by inherent utility. Once the initial excitement fades, the challenge becomes maintaining relevance without relying on continuous large-scale spending to stay in the spotlight.
By contrast, the most successful coffee companies in the Middle East have built their reputations slowly, investing in quality, forging long-term partnerships with suppliers and customers, and adapting to market changes. These are the companies that stand the test of time.
A Deal to Remember
This transaction will remain a milestone in coffee history — not only for its record numbers but also for connecting Panama’s most elite coffee farms with Dubai’s vibrant specialty coffee scene. It stands as a powerful example of coffee’s ability to bridge distant cultures in a shared appreciation of craftsmanship, rarity, and storytelling.
The true test of its legacy, however, will not be in the headlines of 2025, but in what happens after the last cup is poured. Will it mark the beginning of a sustainable new chapter in Dubai’s specialty coffee story, or will it be remembered as a dazzling but fleeting moment before the market moves on to the next big thing?
