JURA has unveiled an Aluminum Champagne edition of its Z10 fully automatic coffee machine, available exclusively through Williams-Sonoma in the United States. The second-generation model extends a product line that spans $1,199 to $5,499 at retail and broadens the machine's menu to 51 beverage specialties across four flavor categories.

The Machine's Offer

The Z10 organizes its 51 specialties into four segments — Hot Brew, Light Brew, Cold Brew, and Sweet Foam — navigable via a 4.3-inch color touchscreen or a rotary dial. A new optional chocolate attachment, sold separately, works with the Sweet Foam function to produce chocolate-based drinks including mocaccinos. The feature marks the first time JURA has integrated chocolate preparation directly into its automatic brewing workflow.

At the center of the machine's software stack is what JURA calls the Smart Quartet: a Coffee Timer programmable through the J.O.E.® app, a Caffeine Regulator offering three intensity levels, a Milk Assistant supporting lactose-free and alternative milks, and a Quality Assistant that automates maintenance prompts. The grinder — designated P.R.G.2+ — auto-adjusts grind size and dosage per specialty and resets to a reference position after each use to maintain consistency.

Retail and Market Context

The Williams-Sonoma exclusive positions the Aluminum Champagne Z10 squarely in the premium gifting and home-barista channel, where specialty retailers have increasingly competed with direct-to-consumer brands for high-income households investing in café-quality equipment. The "quiet luxury" aesthetic the company cites aligns with a broader premiumization trend documented across the specialty-coffee equipment segment, where machine average selling prices have risen alongside sustained growth in at-home espresso consumption.

JURA carries the widest assortment of fully automatic machines among brands distributed in the U.S. market, according to the company, with hardware stretching from entry-level countertop models near $1,199 to flagship units at $5,499. The Z10 Aluminum Champagne joins existing Aluminum Black and Aluminum White colorways; pricing for the new finish was not disclosed in the announcement.

The launch lands as foodservice-equipment suppliers and premium appliance makers alike track consumer willingness to replicate café beverage menus at home — a dynamic that has reshaped procurement conversations at specialty retailers and hospitality outfitters. For operators and food-and-beverage retail buyers evaluating in-store demonstration programs, the expanding specialty count and app connectivity of machines like the Z10 represent a meaningful upsell argument over entry-tier automatic brewers.

More information is available at us.jura.com.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.