Sage has officially joined the Home Barista Show as a sponsor, bringing with it a hands-on showcase of the brand’s most accessible home espresso machine to date: the Barista Touch Impress. Designed to combine guidance with convenience, the machine will be available for attendees to try at four demo stations throughout the venue. One unit will also be given away to a lucky guest.
A coffee event built for real-world home brewers
The Home Barista Show, which takes place on Saturday, 14 June 2025 at Café Rider in Dubai, is the first UAE coffee event built specifically for home brewers. From public cuppings to champion-led demos and casual competitions, the event is structured to welcome enthusiasts at all levels. Sage’s involvement ensures that attendees will get the chance to engage with high-performance home espresso gear in an approachable and pressure-free way.
Try the Sage Barista Touch Impress in person
The machine on display is the Barista Touch Impress, which combines touchscreen navigation with built-in tamping, auto milk, and step-by-step guidance. It is designed for users who want café-style drinks at home without having to learn advanced barista skills. At the event, guests will be able to try it themselves or get a drink made by one of the Home Barista Show volunteers staffing the machine throughout the day.
Win a Sage Barista Touch Impress at the show
Sage will also be giving away one Barista Touch Impress to a guest on the day. Entry to the giveaway is limited to the first 100 people to arrive at the event. These guests will receive a printed passport that grants access to prize draws, flash giveaways, and tasting activities throughout the day.
Espresso machines designed for every kind of home brewer
The Barista Touch Impress is part of Sage’s broader strategy to make specialty coffee more accessible at home. Its features include auto dose, auto tamp, auto milk frothing, and quick heat-up. The machine was created for what Sage calls “time-poor gourmets” — people who want better coffee without the manual effort required by more advanced equipment.
Speaking with FLTR earlier this month, David Gubbin, President of EMEA at BRG Appliances, explained how Sage designs with multiple types of home brewers in mind.
“We start by listening. Some people want to master every variable. Others want the end result without worrying about technique. So we design for both.”
Oracle Jet and Barista Touch Impress meet different needs
While the Barista Touch Impress is aimed at users looking for convenience, the company also recently launched the Oracle Jet. This machine, which debuted in Dubai alongside the Impress, offers a more advanced experience for users who want control without complexity. The Oracle Jet includes auto tamp, auto correction, and milk steaming, along with dual boiler functionality and precision temperature control.
Built with speed, consistency, and simplicity in mind
Both machines represent different use cases but share a common goal: helping people make better coffee at home. Sage has invested heavily in understanding home brewing behaviour across different regions. That research informed the development of machines like the Impress and the Jet, both of which offer fast heat-up, support for alternative milks, and guidance systems designed to reduce the learning curve.
Why Sage uses its brand name in the Middle East
The decision to use the Sage brand in the Middle East, rather than the Breville name, was also strategic. As Gubbin explained, the brand operates under the Sage name in regions that use UK-style plugs, which allows them to maintain a unified product line across Europe and the Gulf.
A hands-on opportunity for home brewers in Dubai
For attendees of the Home Barista Show, the partnership with Sage adds something practical to the event. It turns espresso from something intimidating into something anyone can try. Whether you are a beginner interested in milk-based drinks or a long-time brewer looking to test new gear, the Barista Touch Impress stations will be fully available throughout the day.
Event details and ticket information
The Home Barista Show will run from 3:00 PM to 8:00 PM on 14 June at Café Rider, Al Quoz. Tickets are AED 175 and must be purchased in advance. All ticket holders are welcome, but only the first 100 through the door will receive a passport that makes them eligible for the Sage giveaway.
The event is open to all home brewers.
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