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Starbucks enters the tea category in Asia with Teavana launch in 16 markets

In what could prove to be a category shaking move, global coffee shop chain Starbucks has entered the hugely popular tea segment in Asia, launching the Teavana brand in 16 markets across the region.

Teavana in Korea

Teavana in Korea

Tea flavours such as Matcha and Espresso Fusion, Black Tea with Ruby Grapefruit and Honey and Aloe and Prickly Pear will be available in 6,200 stores in Japan, China, India, Southeast Asia, Australia and New Zealand.

Starbucks is to use a mix of instore tactics and digital to inform customers of the new product offerings.

The company aims to grow its tea business to US$3 billion over the next five years, having acquired Teavana Holdings Inc. in 2012.

John Culver, group president of Starbucks Global Retail, said that the launch “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.”

This is the biggest launch on this scale by Starbuck since 2008 when the company launch Starbucks VIA Ready Brew.

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