Roger Federer opens new Jura Australia headquarters

Defending Australian Open Champion Roger Federer has officially opened Jura’s new headquarters in Melbourne.

The current world number two-ranked tennis player, and Jura global brand ambassador attended a launch event on 10 January with an intimate gathering including Jura Global CEO Emanuel Probst, Jura Australia General Manager George Liakatos, Jura employees, and media.

“I’m a big coffee lover,” Roger told the crowd.

“Back in the day, my wife (Mirka) got me into it. I wasn’t drinking coffee before I met Mirka. OK, I was only 18 years old, but she said, ‘I need a coffee partner. I need someone I can go and have nice, relaxing coffees with in the city.’ Eventually, we bought a Jura coffee machine and the day after [the company] called us up and said: ‘What about a sponsorship deal?’ I told them, ‘how about calling me a couple of months earlier so I wouldn’t have to waste money on buying a machine.’

Roger has been the global brand ambassador for the Swiss fully automatic coffee machine brand since 2006. In 2018, he will feature in Jura’s new Australian TV, print and digital commercial campaign for the release of its new S8 machine, available from April 2018. It’s also the latest edition to Roger’s coffee machine collection.

“I always get provided the best and the newest machines thanks to Jura,” Roger said. “What’s important to me is that I can press a button and it does the work, and that’s what the S8 does.”

Roger said he likes to align himself with Swiss brands (including sponsorships with Lindt and Rolex) , and has enjoyed his long-term relationship with Jura because of his passion for coffee, Jura’s high-end products, “down to earth” staff, and ambition for global success.

“It’s been a win-win situation. It’s not just about me, it’s about the brand itself and the people behind it,” he said. “In my opinion Jura has gained a lot of momentum in the past 10 years. The team has done a great job in building awareness for automatic coffee machines and the brand. Jura has not only brought automatic coffee machines to Australia, they also brought the flat white from Australia to the rest of the world.”

Roger said his go-to coffee alternates between cappuccino and espresso, sometimes even ristretto, and enjoys three to four coffees each day.

“I always have one when I wake up in the morning, and on match days, one after lunch – one hour before a game. It’s become a complete routine over the last five to 10 years,” he told BeanScene.

CEO of Jura Global Emanuel Probst also made the journey from Switzerland to be in Melbourne for the official ribbon-cutting event. He said Jura made its mark in Australia almost 20 years ago and ever since, he’s seen a strong energy and enthusiasm for the brand.

“I’m very positive for the future,” he said. “Jura Australia is one of the top 10 companies outside Europe and I’m convinced it will become one of our major companies in the next 10 years.”

“I remember a long time ago our Australian team said we needed to introduce latte or flat white to our range. I said, ‘what is a flat white? Forget about it. Nobody on earth needs a flat white.’ I tried to convince George (Liakatos) we didn’t need it, but we decided to do it, and now everybody on earth wants a flat white.”

Roger is just days away from starting his 2018 Australian Open campaign and attempt at winning his 20th grand-slam title. Roger told the crowd he felt “a little bit of pressure” coming into the tournament as reigning champion, but is looking forward to a great fortnight of tennis.

“Everybody probably thinks I have a good chance to maybe repeat [last year’s results] with other guys [on the tour] a bit hurt, but I’ve thankfully been in this position many times before,” he said. “I know I’m well prepared, I’m playing great, and now it’s just about getting through the matches at the early stage of the tournament.”

Roger faces Slovenia’s Aljaz Bedene in his first-round match of the Australian Open. If all goes to plan,Roger could face archrival Rafael Nadal in the final of the tournament but said it’s too early to speculate another “epic” five-set final.

As for Roger’s opinion on Australia tennis player Nick Kyrgios and his position leading into the tournament, he responded, “how much time do we have?”

“I know he’s got a mixed image… but I think he’s incredibly talented. We had a great match-up in Miami last year and at the Laver cup,” Roger said. “When he’s on he’s on and he’s really difficult to beat.”

Roger is joined in Australia by his wife Mirka, twin girls and twin boys. As a young boy himself, Roger said he would never have imagined looking up to his players box to see such a large support team in his corner.

“It’s an incredible situation to be travelling with my kids and wife. It’s very surreal and fun. We are experiencing cities from a different angles, going to fun parks, science museums and zoos, whereas before we’d go to art museums and do other things,” he said. “My life has changed in so many ways but the last eight years on tour has been amazing and I’m so fortunate my wife is so supportive of everything and we can do it together.”

While many speculate when Roger will call an end to his career, the 36-year-old says he’s “at peace” with his achievements and is focused on the task at hand – winning the 2018 Australian Open – maybe thanks to his coffee addiction.

“Maybe, sure, let’s say that,” Roger said. “Lets make it a secret [to winning] the Australian Open in 2018.”

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