Dubai – Ali Alzakary
In September, Dubai witnessed an event that captured the attention of the global coffee community. The café chain Roasters Specialty Coffee House entered the Guinness World Records for setting a new global milestone — the world’s most expensive cup of coffee, priced at USD 680.
Behind this achievement lies not just an expensive beverage but a story of passion, persistence, and a pursuit of perfection. In an exclusive interview with Qahwa World, Anatoly Gorbunov, the General Beverage Director of the group, shared how this record was born.
From an Idea to a Dream
“It all began with our dream to obtain Esmeralda coffee from Panama,” recalls Anatoly. “This variety is considered one of the rarest and most expensive in the world. For several years, we tried to win it at auction, but each time the beans went to other buyers.
In January, our founder and CEO, Konstantin Harbuz, told me, ‘I want us to get this coffee, no matter what it takes. Use all your contacts.’
Anatoly adds, “It took less than a week of calls and searching before I found someone who had a small amount of it. After long negotiations, we bought three kilograms of this rare coffee, despite its high price—we wanted it badly, and we got it.”
A Special Presentation for a Special Coffee
“We introduced this coffee to the menu at one of our central branches on the Boulevard and planned every detail: handcrafted double-glass cups, a special dessert designed to match the coffee’s flavor profile.
Guests cannot order Esmeralda immediately — it must be reserved at least a day in advance. We invite our head roaster, and the preparation takes place right in front of the guest, as an individual, personalized service. Everything is accompanied by a story about the coffee’s origin, its rarity, and what makes it exclusive. It’s a true coffee performance.”
The Road to the Guinness Record
“In April, we started selling Esmeralda. At the end of the month, during one of our meetings, the idea came up: why not make all of Dubai hear about it? That’s when we decided to aim for a Guinness record,” says Gorbunov.
The team contacted the Guinness World Records organization. After verification, it turned out that the existing world record belonged to a coffee priced at only USD 140.
“We realized we had a real chance,” he explains.
To register the record, it was necessary to prove the price and justify it. “You can’t just make a cup of coffee and say it costs a million. We provided all the required proof — purchase receipts, auction results, reports from the point-of-sale system confirming real sales, and statements from independent witnesses.”
A Coincidence That Became Destiny
The record attempt was scheduled for August. It coincided with an important event — the annual Panamanian auction.
“I suggested we wait for the results. And indeed, the Esmeralda farm won in three categories and set a new record — about USD 30,000 per pound. It was perfect confirmation of the coffee’s value. We set the date — September 13.
That day, an official inspector arrived at our café. Everything took place under the supervision of two independent witnesses. Each detail was checked, every receipt confirmed. After the process, the inspector handed us the world record certificate. It was a historic moment for the entire team.”
Dubai on the Coffee Map of the World
“Following the event, we were honored to receive congratulations from Mr. Khalid Al Mulla., Chairman of the Specialty Coffee Association of the UAE,” Anatoly recalls. “He congratulated us and said this achievement was not only for our brand but for all of Dubai. The city officially entered the history of the global coffee industry.”
After that, dozens of media outlets wrote about Roasters Specialty Coffee House, and interest in Esmeralda increased dramatically.
“We were officially allowed to use the Guinness logo for six months — a rare right, since it’s a registered trademark. We placed it on our packaging, displayed certificates in all our branches. The result was enormous: brand awareness grew, guest traffic increased, and Esmeralda sales rose. People came specifically to try ‘the coffee from the Guinness Book.’”
Impact on the Team and the Industry
“For us, it wasn’t just a marketing success,” notes Gorbunov. “It changed the atmosphere inside the company. People felt proud and motivated. We started receiving many applications from those who wanted to train with us. We have a strong training program and our own academy, where baristas receive professional education.
We also organize internal competitions to discover new talents. It motivates the team and strengthens our collective spirit.”
The Pursuit of Perfection Continues
“We are not stopping with Esmeralda. Our menu already includes exclusive varieties — Colombia Wush Wush and Tutti Frutti. We are negotiating with a Japanese company that owns farms in Costa Rica, one of which has received the Cup of Excellence title.
We regularly buy coffee from Yemen and keep track of Jamaica Blue Mountain, one of the rarest coffees in the world — about 95 percent of Jamaica’s harvest goes to Japan. Our goal is to always have this coffee available in our cafés.”
“We also plan to participate in future auctions in Panama and Yemen, as well as those to be held in January during the World of Coffee Dubai exhibition,” he adds.
From Dubai to the World
Today, the network has nine operating branches in Dubai, and the tenth will open at Dubai Hills next week. By the end of the year, Roasters plans to open twelve cafés in total.
“We are preparing to expand into Abu Dhabi, Hong Kong, and London, and we see Saudi Arabia as a promising franchise market. We want Roasters to become a symbol of quality, innovation, and passion for coffee at the international level,” concludes Anatoly Gorbunov.
