>> New York is the city that never sleeps. Maybe because people here drink too much coffee. But even for a town that's rather particular about it's brew, $18 is a lot to pay for a cup of joe. But that's how much this cafe in Brooklyn is charging. Thomas Paris, CEO of Alpha Dominci says his drink is for coffee lovers who want to experience something other than the daily grind.
>> The whole thing here about having all those coffees, all those varieties, all those origins and different roasts is just to to showcase what coffee is. Here, baristas are brewing some of the rarest coffee on the planet. Like Ethiopian geisha, a top of the line variety from a very choosy grower called Ninety Plus.
>> They have a special picking philosophy where they only pick very ripe berries, so they will go back to the same tree two or three times in order to only pick the ripe berries every time. So all these kind of processes and sustainability and paying the farmers well is obviously driving the cost of coffee.
>> So what does an $18 cup of coffee taste like at least to its CEO?>> Personally, I think it's very good. I think it's very interesting. I think it's a very complex coffee. It's a kind of coffee if you drink it very hot, it's tasting one way, as soon as it cools down, you have different flavors coming out.
>> An iPad also offers consumers details about the different coffees, roasters and regions. Which would be helpful if you're the kind of person who looks down on deli coffee.