Teavana launches major Asian offensive in 6,200 Starbucks stores
Starbucks announced a major pivot towards Asia by introducing Teavana tea beverages in 6,200 stores across the Asia-Pacific region. The coffee behemoth hopes this will lift global tea sales to $3 billion over the next five years despite having to challenge an entrenched tea culture in many of those countries, including China, India and Japan. A number of tea drinks were created especially for the Asian market, including black tea with ruby grapefruit and honey and iced shaken green tea with aloe, as well as matcha-based beverages. A range of 9 tea varieties in pyramid bags will complement the drinks line. Teavana teas aim to offer a modern tea experience and target Asia's growing middle class of younger, urban consumers open to new flavors and premium products.