By Claire Reilly
Jura is expanding its brand awareness in the consumer space with news that the Swiss coffee machine brand will be sponsoring the second season of the TV program World of Coffee.
Dedicated to “celebrating coffee culture around the globe” according to the show’s creators, World of Coffee airs on the Aurora channel on Foxtel and features news, interviews and how-to segments on making coffee, as well as spotlights on cafes, baristas, coffee plantations and roasteries.
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Jura made its first appearance on the program as platinum sponsor last night for the season premiere. According to Jura Australia’s head of sales, George Liakatos, the brand will appear across different parts of the program, with machines used in product demonstrations and Jura employees featuring for interviews. Jura will also have a strong presence in the ‘Coffee at Home’ segment on the show.
While the program is currently airing on Pay TV, there are also plans to bring World of Coffee to free-to-air digital TV.
The show’s executive producer and founder Steve Agi welcomed Jura to the program, saying the brand’s presence was “really taking the whole coffee experience to another level”.
World of Coffee premiered on Foxtel’s Aurora channel (channel 183) last night at 7.30pm, and will be broadcast weekly.