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Starbucks expands tea offerings in Asia

DBR Staff Writer Published 13 September 2016

Starbucks announced that it will introduce its tea brand, Teavana, to more than 6,200 stores across China and Asia Pacific region as the company intends to expand its global tea business to $3bn in the next five years.

Starbucks Teavana Handcrafted Beverages and Full Leaf Tea Sachets are now available for the customers across Asia.

Starbucks Global Retail group president John Culver said: “The launch of Starbucks Teavana in China and Asia Pacific brings an entirely new and modern tea experience specifically developed for our customers, who increasingly want new and different tastes and experiences.

"This is a tremendous opportunity to leverage the company’s expertise in creating best-in-class retail experiences, handcrafting customized beverages, and sourcing the finest ingredients, to become a leader in a new category for us. Just as we’ve done for coffee, this is tea reimagined at Starbucks.”

The Teavana line of handcrafted beverages, which may vary by market, come in different flavours that include Matcha & Espresso Fusion, Iced Shaken Green Tea with Aloe, Prickly Pear and Iced Shaken Hibiscus Tea with Pomegranate Pearls and Black Tea with Ruby Grapefruit and Honey.

Starbucks says that Teavana will be available in China, India, Australia, Japan, Korea, The Philippines, Indonesia, Malaysia, Singapore, Hong Kong, Thailand, Vietnam, Cambodia, Brunei, New Zealand and Taiwan.

The Teavana beverages launch is touted by the company as the biggest since the 2008-launch of Ready Brew line of beverages.

Starbucks' tea business in the US increased by 12% in 2015. All tea categories registered strong growth, led by iced tea at 29%.

Image: Starbucks has introduced Teavana beverages in China and Asia Pacific markets. Photo: courtesy of Starbucks Corporation.