Premium Swiss coffee machine brand Jura will be partnering with retailers Myer and Harvey Norman to sell new models when they are officially released at the 2014 Good Food & Wine Show, starting this Friday in Melbourne.

Jura is also commencing a new gift-with-purchase promotion this week that will run throughout the launch period of its new machines, and is available to all of its retail partners.

Click here to sign up for our free daily newsletter

Officially unveiled in January 2014 as part of its pre-Australian Open sponsorship program with tennis star Roger Federer, the new Jura Impressa F8 TFT and Impressa J9.3 TFT set new benchmarks in how consumers interact with and enjoy fully automatic espressos (click on the links for our full coverage of these machines).

“Jura is now preparing for these products to launch officially onto the Australian market and are using the Good Food & Wine Show as a platform to showcase these new products to consumers,” said Jura Australia head of sales George Liakatos. “To enhance the launch, Jura is also sponsoring the Lifestyle Food Chef’s Table which will allow further engagement with consumers at the show.”

“As part of the sponsorship, Jura will be holding a special pre-show breakfast with celebrity chef Matt Wilkinson preparing a coffee inspired menu for invited guests before the show officially opens its doors to the general public.”

Consumers who purchase one of the new machines either at the Good Food & Wine Shows or in retail outlets will receive a $100 Good Food Gift Card. The promotion runs until 20 July 2014. Liakatos was quick to point out that Jura will not be selling these machines directly and is instead partnering with authorised retailers. It will be Myer in Melbourne and Harvey Norman in Sydney, with the Brisbane and Perth still to be confirmed.

For a celebrity insight into the new machines, here’s Roger Federer chatting Jura from January 2014:

The Good Food & Wine Show runs 30 May to 1 June 2014 in Melbourne; 27-29 June 2014 in Sydney; 11-13 July in Perth and 17-19 October 2014 in Brisbane.