Jura has announced it will be partnering with the Good Food & Wine Show for its national tour this year, signing on as a sponsor for all four shows in Melbourne, Sydney, Perth and Brisbane.

After a successful run at two of the shows last year, Jura Australia head of sales George Liakatos told Appliance Retailer  the brand opted to up its involvement this year, with the national tour acting as a good complement to the launch of Jura’s new coffee machine range.

“The products launched to the trade in January, but they won’t be available really until just after Mother’s Day, which is perfect timing for the Good Food & Wine Show,” he said.

“It’s a big investment, but generally when we release new product we invest a lot in the trade and get them to training and so on. We wanted to combine it and we thought this was the perfect vehicle — we’re talking to our customer base, our audience.

“We did two shows last year, Melbourne and Sydney, and it was hugely successful so we thought why not extend it now and do all the shows? I think it’s just a good platform to engage directly with consumers.”

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As part of the sponsorship, Jura will be working with Foxtel’s Lifestyle Food channel to present the Chef’s Table series — an event that gives visitors to the show the chance to get up close with world-renowned chefs to watch them cook and even taste the spoils of their labour.

As part of the Chef’s Table involvement, Jura will be able to display its machines and air its TVC on nearby display screens, making it a good “platform to present the machines to the trade and also to consumers”. There will also be dedicated presentations for dealers to familiarise them with the new Jura range.

The national Good Food & Wine Show tour kicks off in Melbourne (30 May – 1 June 2014) before heading on to Sydney (27 – 29 June), Perth (11 – 13 July) and finally Brisbane (17 – 19 October).