Julith Coffee & Roastery: Dubai Brand Secures World-Record Price for Panama Geisha Coffee
Dubai, UAE: Dubai will soon serve the highest-rated coffee in history after a homegrown roastery, Julith Coffee & Roastery, placed a world-record bid at the 2025 Best of Panama Auction. In an unprecedented moment for the global specialty coffee scene, Julith secured a rare Geisha varietal from the famed Hacienda La Esmeralda for an astounding AED 2,218,785 ($604,080). This marks the highest price ever paid for auction coffee in the world, with the winning lot scoring a record-breaking 98.00 points.
The Pinnacle of Coffee: A 98-Point Geisha
The momentous purchase was made during the 2025 Best of Panama Auction, widely regarded as the most prestigious coffee competition on the planet. The winning lot, weighing approximately 20 kilograms, fetched $30,204 per kilogram, smashing previous records and setting a new global benchmark for quality, rarity, and value in the industry.
Judged by 22 international cupping experts at the Boquete Coffee Festival in June, this extraordinary Geisha stunned with its clarity, complexity, and almost otherworldly flavour profile. It represents the absolute pinnacle of what specialty coffee can be.
“Bringing the world’s most celebrated coffee to our roastery in Dubai is a true honour. At Julith, we believe that exceptional coffee deserves a global stage, and this acquisition is a bold step towards that vision,” expressed Serkan Sagsoz, Julith Head Coffee Roaster and Turkish Champion Barista. He added: “This Geisha lot from Hacienda La Esmeralda represents the absolute pinnacle of flavour, craftsmanship, and terroir. It’s not just a win for Julith – it’s a landmark moment for the specialty coffee industry. More than a purchase, it’s a piece of history, and we can’t wait to share this once-in-a-lifetime coffee with those who truly value the artistry behind every cup.”
A Homegrown Concept on the Global Stage
The acquisition is a bold statement for Julith, a homegrown concept that only opened its doors last week. It proudly cements the roastery’s place on the global coffee map and serves as a major milestone for the UAE’s rapidly growing coffee scene.
The winning lot hails from the same legendary high-altitude plots at Hacienda La Esmeralda that have consistently redefined global coffee standards with their floral aromatics, vibrant acidity, and unparalleled elegance.
Rachel Peterson, Co-Owner of Hacienda La Esmeralda, commented on the achievement: “In a field already full of excellence, we are deeply grateful to have reached new heights. This year’s Best of Panama results are a reflection of many hands, a lot of hard work, and a shared pursuit of something extraordinary.”
The record-setting coffee will be roasted in extremely limited quantities at Julith’s state-of-the-art roastery in Dubai, with exclusive tastings and experiences to be announced soon.
