Starbucks Renews New Tea: Launch 4 Bottled Teas

Following the launch of Teacana's new tea at the store, Starbucks officially announced in June last year that it will team up with AB InBev to launch a ready-to-drink Teavana bottled tea in the next 7 months.

Although it was a little later than the scheduled time, last week, Starbucks bottled tea finally got its message -

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Introduced 4 flavors, good value

On February 13th, Starbucks officially announced the first batch of specific information on a total of 4 flavors of bottled tea.

The 4 flavors include: pineapple blueberry herbal tea, peach-flavored green tea, passionate herbal tea with carbonated beverage Tango, and mango-flavored black tea.

From the perspective of packaging, these 4 ready-to-drink teas are still satisfactory. Glass bottles, simple and uniform packaging patterns and logos, the beverage itself is also brightly colored and can be easily distinguished on the shelves.

In addition to being good-looking, health has also become one of its selling points. Each beverage has a calorie content below 100.

Currently, the four bottled teas are only launched in the United States. The regions are limited to New York, New Hampshire, Vermont, and Missouri. Like all new Starbucks products, they must be tested in some regions before being officially promoted to the United States.

But they will not only appear in stores.

With the cooperation of one of the partners, Anheuser-Busch InBev, these ready-to-drink teas will also appear in convenience stores, shopping malls and other places, and they are expected to enter the nationwide chain of malls or shopping centers in 2018.

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"The global tea market has 100 billion U.S. dollars."

As early as last year when Teavana bottled tea news came out, people called it Starbucks' biggest move since the acquisition of Teavana.

Teavana was founded in Alexandria in 1997. The original intention of the founder was to deliver a "Heaven of Tea" atmosphere through the tea, hoping to link the tea with the mood and environment of the drinker. Soon, it became the ideal target for Starbucks, which is very optimistic about the tea market.

In 2012, Starbucks bid for $620 million to win Teavana. In April of the following year, Kevin Johnoson, the then chief operating officer, did not hide Starbucks's preference for the tea market in an interview with Bloomberg Business Week: “The global tea market is worth US$100 billion.”

In the ready-to-drink tea market, Starbucks thinks that Teavana can at least win a market worth US$4 billion, and is also targeting high-end tea.

But want to expand their influence in this category in a short time, Starbucks still got Budweiser this helper. In 1994, Starbucks had worked with PepsiCo on the instant coffee business, but now Pepsi has taken the first step with Lipton Tea and Starbucks has chosen Budweiser.

Finding Budweiser cooperation is not a difficult task for Starbucks. In a short period of time, the Starbucks trend is better than Budweiser. In the long run, both parties have a close and equal brand influence and can achieve a win-win situation.

Returning to this Teavana product, Starbucks and Budweiser's co-insurance coefficient does not look so high.

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Unclear tea layout

The Teavana brand is still tepid, and it's still a long way from success.

In the United States at the beginning of 2016, several successive Teavana stores were closed, and there was no news of reorganization afterwards. Although there are nearly 350 companies in the Teanaa Store as a retail outlet, there has been no news that there is a need for rapid expansion of Teavana.

In the Chinese market, although it officially entered China in August last year with its store products, Teavana Ice Shake Tea Products “Ice Shake Grapefruit Honey Red Tea” and “Ice Shake Peach Green Tea (or Oolong Tea)” were delivered. Gate: Giants battle new style tea: Starbucks's Teavana officially lands on the Chinese market.)

But now, they are almost chicken-style, even though Starbucks spent the time to register its trademark "tea Vanner." However, it is expensive (Ice tea, grapefruit honey, black tea cup 37 yuan, ordinary "ice shake blackcurrant blackcurrant tea" large cup 29 yuan) or sales, reputation are plain.

The only good news is that in January of this year, Starbucks announced that it would bring Teavana into India, the third largest consumer of tea in the world. Its emphasis on this market and its sense of urgency are shown in the product without reservation.

Unlike China's 2 "tea Vanners", India has a total of 18 new products this time, hoping to create a wave of new products in order to create momentum. Even so, Indian local competitors are still not to be underestimated. Local brands such as Chaayos, Chair Point and Tea Point sell coffee and tea.

Now, with bottled ready-to-drink tea, will the prospects of Staravan's Teavana be bright?

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