Where Technology Meets Taste – Conversation with the Head of Sage EMEA

Let’s start at the beginning. What should we know about the Breville brand, and why is it known as Sage in Europe?

Breville’s story began in Australia and today spans nearly a century. The company operates across three major regions – the Americas, Asia-Pacific, and EMEA (Europe, Middle East, and Africa) – though not always under the same name. The original Breville brand was born in Australia, but when the company decided to return to Europe decades later, the Breville name was already licensed to another firm in the UK. Since reclaiming the trademark was no longer possible, we created a new identity – Sage – under which we now sell Breville’s original products in Europe.

We began our European operations in 2013, starting in the United Kingdom and then gradually expanding across the continent. Today, we are also moving into North and South Africa, and Eastern Europe is becoming an increasingly strategic part of our operations.

Sage is best known for its coffee machines, yet your portfolio is much broader. What are the key product categories and the philosophy behind your innovations?

Coffee is at the heart of what we do – our most important category – but our portfolio goes far beyond that. We develop breakfast sets, cooking and baking appliances, blenders, juicers, mini ovens, and even combi-microwave ovens. Every product we launch must bring genuine innovation – something that clearly sets it apart from the competition.

Our goal isn’t simply to place another appliance on the shelf, but to make everyday life easier. For example, our microwave is a combi model that combines several cooking techniques, reducing the time it takes to roast a whole chicken. Another good example is our upcoming IQ Toaster, which uses smart sensors to monitor the toasting process and automatically achieve perfect results – no manual settings needed. For our 100-year anniversary in 2026, we are preparing several exciting innovations, but I’ll keep those a surprise for now.

What role do innovation and design play in Sage’s future strategy?

For us, innovation and design are inseparable. We don’t simply make products – we create solutions: the perfect cup of coffee, the perfect roast chicken, or the perfect glass of fresh juice. The aim is always to deliver the best possible end result through intelligent design, precise engineering, and intuitive usability.

A significant share of our revenue is reinvested in research and development, as we are constantly exploring new ways to enhance the kitchen experience. Our guiding principle is that technology should make cooking simpler and more enjoyable, never more complicated. This philosophy is captured perfectly in our motto: “Master Every Moment” – whatever you’re preparing, at any time of day, the goal is always to achieve the best possible result.

Which product categories have proven most successful, and how do regional preferences differ across Europe?

It’s hard to single out one category, as the market varies greatly from country to country. Coffee machines are key everywhere, but cooking appliances – such as mini ovens and microwaves – form our second-strongest segment worldwide. In the United States these products are extremely popular, but their success in Europe is growing rapidly as well.

Grills perform exceptionally well in Eastern Europe, especially in the Czech Republic, while juicing is more popular in the Nordic countries, and blending has strong traction in places like Turkey. Each market has its own rhythm, lifestyle, and culinary culture, so we adapt our focus region by region. That’s why we work closely with local partners – they know best what customers want and how to align Sage’s philosophy with local expectations.

How did consumers respond when Sage entered the European market? What lies behind your success?

When we entered the UK market in 2013, our blenders actually brought the first major success. Later, however, coffee became our defining category. As coffee culture evolved, consumers quickly realized that a great cup of coffee requires a high-quality machine.

When we launched the brand in Spain in 2019, we took part in the Barcelona Coffee Festival, where we were the only home-appliance manufacturer present. Many roasters had never heard of us before, but once they tried our machines, they were impressed by the results. A few years later, when I returned to the festival, it was no longer the roasters but the consumers who approached us – people who were already using Sage machines at home and wanted to share how much they loved them.

Consumers now understand that capsule or fully automatic machines simply cannot deliver the same experience as a Sage. Once someone tries a barista-level machine, they immediately feel the difference – and never want to go back.

Sage coffee machines cater to different skill levels and user needs. How is this structured, and what distinguishes your models?

Coffee preparation means something different to everyone, so we define three levels. The first is when the machine does everything for you – the fully automatic solution. The second is when the user and the machine work together, an interactive, semi-automatic process. The third level is for those who want full control, from grinding to temperature adjustment – the manual barista experience.

Our philosophy is that everyone should find their own way to make coffee. Some prefer convenience, others enjoy experimenting. When we introduced the Dual Boiler Oracle, we presented two machines side by side – one in automatic, one in manual mode – and revealed at the end that it was actually the same model. The question isn’t which one is better, but rather: which one are you?

What role do Central and Eastern Europe, and specifically Hungary, play in Sage’s international strategy?

Coffee is the world’s second-most consumed beverage after water, and in recent years it has undergone a dramatic transformation. Coffee has evolved from being a simple black drink into a rich, creative experience – from espresso and flat white to cold brew and espresso martini.

In Europe, each region is at a different stage of this evolution. The Mediterranean countries – Italy, Spain, Portugal – have centuries of coffee tradition, while in Northern and Anglo-Saxon countries the culture has developed more recently. Central and Eastern Europe lies between these two worlds: a fast-growing, curious, and open market, where consumers are eager to learn and appreciate quality.

For us, this region is strategically vital. Our goal is to build relationships with local roasters, baristas, coffee experts, and cafés, as they help us reach consumers most effectively. For Sage, this is not only about sales – it’s about education and community building: showing that the perfect cup of coffee is within everyone’s reach, even at home.

What makes a truly great cup of coffee? What is the “4 Keys Formula” that every Sage machine follows?

A great cup of coffee relies on four elements: precise dosage, optimal pressure, stable temperature, and perfect micro-foam. This is what we call our 4 Keys Formula, and it’s what unites every Sage machine, from entry-level to professional.

We never compromise on any of these parameters – missing even one would affect the final result. The difference between machines lies in how easily and how much control the user has to achieve the same quality. Some value convenience, others prefer freedom – but the cup quality remains identical. That’s Sage’s philosophy: uncompromising quality at every level.

What trends are currently shaping the small-appliance market, and how is Sage preparing for the future?

The key directions today are conscious living, sustainability, and healthier home cooking. More and more people want to prepare fresh, high-quality food and drinks at home. We’re following this path – designing appliances that are not only smart but also sustainable, repairable, and energy-efficient.

Another major trend is connectivity – linking devices and enhancing the digital experience. We’re developing applications that allow users to synchronize multiple appliances, so they can control several devices within a single recipe. Through our Beanz.com platform, we also want to bring coffee lovers closer to roasters and fresh beans – another dimension of the home-coffee experience. Looking ahead, the focus will remain on innovation, environmental responsibility, and improving quality of life. We don’t just manufacture products – we create experiences and solutions for every kitchen moment.

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