Following the launch of Starbucks Teavana in China, Starbucks is now rolling out its new premium tea experience in over 6,200 of its stores across 16 markets in the Asia Pacific region.
“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,” said John Culver, group president, Starbucks Global Retail.
Given that tea is a $125 billion global category and is the second most consumed beverage in the world (second only to water), it’s no wonder why Starbucks is looking to tap into this market.
The launch of Starbucks Teavana is the first time Starbucks has launched a brand on this scale since 2008. In 2015, Starbucks’ tea business in the U.S. grew by 12 percent with all tea categories posting strong growth, led by iced tea at 29 percent.
Building on this and the success of Teavana to date in other parts of the world, Starbucks aims to increase its global tea business to $3 billion over the next five years.
Example Teavana beverages include the Matcha & Espresso Fusion, Black Tea with Ruby Grapefruit and Honey and Iced Shaken Green Tea with Aloe and Prickly Pear, with more tea drinks to vary per market.
From today onwards, Starbucks Teavana will be available in China, Australia, Brunei, Cambodia, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, New Zealand, The Philippines, Singapore, Taiwan, Thailand and Vietnam.