$10 for a bottle. Extremely hefty price for something that is considered so small and little. Personally, I feel that this drink is overhyped. While there was indeed swirling in the drink, there wasn't much of a swirl. It tasted very bitter and the coffee taste and smell was very strong. I felt that they could have packaged and worded the drink in such a manner to make it more costly for people. Would not consider it an entirely nice drink even though the coffee taste was distinct, leaving a lingering taste in your mouth, I would suggest for you to try it only once if you would like to experience for yourself and also find out why it is so expensive!