Ummmm... Coffay Anyone?

I love coffee.  I can't do anything in the morning until I've had at least 2 cups.  I've even gone as far as to drink that swill that McDonald's tries to pass as iced coffee.  Like most of the rest of us I have a coffee maker at home.  I splurged and spent $60 on a thermal Krups that keeps it warm a bit longer than your typical glass coffee maker.  But $1000??!!?!?!?!?!?  Ok... I suppose you can charge $1000 for a coffee maker if you've got Roger Federer hocking your wares.

Swiss coffee machine maker Jura, who sells its $1000+ coffee makers in Williams-Sonoma and other high-end (some would say pretentious) stores has done pretty well for itself with Federer.  Last year, according to a story in the Sports Business Journal (registration required), Jura's sales rose 18 percent, to $343 million.  Not too shabby... Let's see $343,000,000 / $1,000 means they sold around $343K coffee makers.  To who?  I have no idea.
 
At any rate Federer's hard work is paying off with a new endorsement deal worth $16 million over seven years.  Hey... if I buy a Jura do you think I'll have a serve like Federer's?  I'm off to Williams-Sonoma right now.

P.S.  I just checked williams-sonoma.com.  It's not $1000, it's $3,300!  Look for yourself. Now I want his backhand, too.

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