Beyond the Cup

JURA reaches exciting new heights in the North American market with a brand-new model that’s set to change the way you drink coffee at home.

By Christina Armanious

“Are you ready for this?” Chris Papastathopoulos, national sales manager of JURA, asks before unloading what is shaping up to be one of the brand’s biggest announcements of the year. “Buckle in. Don’t fall off your chair,” he jokes, as the proverbial drumroll intensifies—a moment aimed at coffee lovers everywhere who take their daily brew very seriously.

“Worlds of indulgence” is the new concept that JURA is introducing to the North American market, debuting in its upcoming C9 machine, one of two new models launching in April that promise to change how people enjoy coffee at home. But to understand the significance of this innovation, it helps to first look at the two machines arriving side by side: the C3 and the C9.

 “C3 is a coffee-only machine, so it won’t produce any milk-based beverages like your cappuccinos or your lattes; it’s really for coffee lovers who love their espresso and black coffee.”

“C3 is a coffee-only machine, so it won’t produce any milk-based beverages like your cappuccinos or your lattes; it’s really for coffee lovers who love their espresso and black coffee,” Papastathopoulos explains. The C3 delivers coffee with bold character and rich aromas, thanks to its full-size brew unit. It holds between five and 16 grams of coffee, compared to JURA’s previous compact models, which typically range from six to 10 grams.

From an operational standpoint, the C3 is designed for ease. An intuitive text-based display replaces abstract symbols, while compatibility with the JOE app allows users to customize recipes digitally and save them directly to the machine. “If we’re going to add something to this machine and make it advanced, we are going to add everything that somebody would want to enhance and improve that cup of coffee,” Papastathopoulos says. And yet, even this thoughtful attention to detail only scratches the surface of what JURA has in store.

The C9, by contrast, is built for milk-based beverages, offering 17 specialty drinks ranging from flat whites and cortados to macchiatos, while still delivering classic coffee and espresso. This is where the announcement reaches its crescendo, with the introduction of the two worlds of indulgence brewing options: hot brew and light brew. “It really offers something very unique for everyone,” Papastathopoulos says.

The hot brew world of indulgence delivers a classic coffee experience, brewed at standard temperatures with traditional caffeine levels. The light brew version, however, introduces a subtle but impactful shift. Coffee is brewed at a lower temperature, resulting in a different flavour profile and aroma due to the gentler extraction process. “When we talk about extracting coffee and getting a great cup of coffee, so many variables help create the subtle flavours and aromas coffee lovers enjoy. The grind, the brewing temperature, the pressure,” he explains—all variables JURA has spent years refining.

Because of its lower brewing temperature, the light brew can be enjoyed immediately—no waiting for it to cool. It also contains less caffeine, making it an appealing option for evening coffee drinkers who want to enjoy a cup with dinner without committing to decaf.

“I love the [name] ‘worlds of indulgence.’ I mean, what else could we call it? You can’t really call it ‘coffee worlds.’ And we like the whole indulgence piece because coffee is indulgent. We’re really shifting the culture,” Papastathopoulos says.

Looking ahead to 2026, he encourages coffee lovers to pay close attention. “These two machines are just the tip of the iceberg.”