By Keri Algar in Melbourne
MELBOURNE, VIC: Dozens of small appliance retailers celebrated the unveiling of Jura’s new line up of premium coffee machines last night at the Kooyong Lawn Tennis Club in Melbourne.
Jura CEO Mac Barracosa welcomed the retailers to the launch with words of encouragement for the imminent Christmas spending period, saying that whilst some retailers had reported gloomy expectations for the next month, he predicted a positive outcome. Barracosa thanked all of Jura’s retail partners for their support before revealing the new range.
The four machines were described as “bright and vibrant” by the retailers, who also said they expected the fully automatic range to “take off”.
The top machine in the range, the Impressa J9 One Touch TFT especially impressed Western Australia Rick Hart franchisee Hayley Hooper, who said the new aesthetics, its intuitive operating concept (a rotary switch with text and images on the TFT display), and excellent foam quality made the machine a winner. Hooper was one of many retailers who turned their hands as baristas to test out the new Swiss made machines.
While honing their barista skills Harvey Norman retailers Ian Crawford and Gordon Crichton also remarked on the range, saying they were impressed with the new machines, which also includes the Ena 7 (with an Aroma Boost function for an extra coffee kick), the Ena 9 One Touch (Jura’s slimmest One Touch machine) and the Impressa J9 One Touch (with a height adjustable coffee spout up to 153 millimetres). They etailers said the new features, quality materials and workmanship were key selling points for the premium products.
Jura’s brand ambassador since 2006, Roger Federer, was unable to attend the launch (alas) as he was busy slamming Spain’s Rafael Nadal in a three-set match at the ATP event on Sunday.