Mel­bourne cafes sell $150 cup of cof­fee

Daily Messenger - - International - SJA Jafri

MEL­BOURNE: Mel­bourne has reached a whole new level of hip­ster, with some cafes sell­ing cof­fee for as much as $150 for a sin­gle cup of caf­feinated gold.

“Cof­fee is op­er­at­ing the same way as whisky, wine and craft beer,” con­sumer psy­chol­o­gist Adam Fer­rier told me­dia.

“There are a large num­ber of peo­ple who know the cat­e­gory very well, who are look­ing for new ex­pe­ri­ences and are pre­pared to pay for them,” Fer­rier said.

Aside from peo­ples’ gen­uine ap­pre­ci­a­tion of cof­fee, we also have a gen­er­a­tion of so­cial me­dia mon­sters to thank for an in­crease in all things aes­thet­i­cally pleas­ing and pricey.

In a world where the so­cial me­dia sphere is more im­por­tant than re­al­ity to some, the way your food or drink fares on your In­sta­gram tiles can be con­sid­ered more im­por­tant than the ac­tual qual­ity or price of the prod­uct it­self, be­ing vir­tu­ally cool counts for a lot these days.

“As a cafe owner once said to me, ‘I have to make this cool; peo­ple are pre­pared to pay for cool’.” Far­rier shared with me­dia.

There is a sense of so­cial ex­pec­ta­tion at­tached to what peo­ple post on their so­cial me­dia ac­counts and Mel­bourne’s de­sire to make all things trendy is only ex­ac­er­bat­ing the need to pay ex­tra for some­thing if it gets the “likes” peo­ple are af­ter.

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