BrewHouse Tea Brewing Co. launches India’s first certified Organic ready-to-drink Ice Tea, which is available across all metros & Tier-I cities. Established in the year 2017, BrewHouse always emphasised being all-natural and has recently been certified organic by USDA & India Organic. The brand is available in five flavours – Blueberry, Forest Berry, Mojito Lime, Classic Lemon and Classic Peach. All the tea is real-brewed at the brewing facility of the company right before bottling and never made from concentrate or tea powder. So far available only in glass bottles, the brand will soon rollout affordable variants, to cater to a larger market. With the changing trends in the market and rising inclination towards organic, BrewHouse is all set to disrupt the ice tea market with its superior quality, taste, organic ingredients and preparation from whole tea leaves.
One of the key differentiators for BrewHouse is their sourcing and production process, where the tea leaves are sourced from small, independent tea farms in the Nilgiris and Assam, which focus on organic methods of cultivation. The farmers pick and roll the tea leaves by hand, which allows them to control the flavour and integrity of the tea to a far greater extent than is possible with mechanised processes that large production units follow. The hand-made whole leaves are transported to BrewHouse production unit, where they are carefully brewed, in small batches by the brewers, who work round-the-clock making sure that every batch of brewed tea offers nothing but the best!
Speaking about the brand and the market, Mr. Siddharth Jain, Founder and CEO, BrewHouse Tea Brewing Co. said, “The ice tea category in India holds great potential. The size of the ice tea market is minuscule compared to the traditional hot tea market, which presents a huge opportunity
. Tea is an integral part of the Indian culture and with the changing preferences for cleaner, organic products, BrewHouse Ice Tea presents a great alternative for those seeking a natural, healthy refresher or even for those seeking a replace their hot cup of tea with a cold beverage in the summer months. At present, we’re available at over 6000 points-of-sale and surging towards 10,000 across hotels, restaurants, cafes, theatres, airports, general & modern trade.”
BrewHouse Organic Ice Teas contain no preservatives and have lower sugar content than most bottled beverages. The brand is also available on online across platforms like Big Basket, GOQii apart from its presence in offline channels & will be soon expanding to other online retailers. “Sales in online channels have been very encouraging with repeat purchase rates crossing 50%. With the launch of our affordable variants, we hope that we can get a larger share of sales from online. These bottles will also open up a huge opportunity for us to expand our presence across vending machines, schools & colleges, airlines as well as a large supermarket and hypermarket formats, which were not available to us with the higher-priced glass bottles. As a company, we are very excited about our growth prospects with this move to certified organic and the launch of our affordable range”, says Siddharth.
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