BrewHouse Tea Brewing Co is a Delhi based startup, launched in May 2017. The company positions itself as an entity with many firsts to its credit-- India’s first real-brewed bottled tea, first all-natural bottled iced tea with no preservatives and no artificial ingredients and the first low sugar bottled iced tea in the country. After receiving the Organic certification from USDA and India Organic in 2019, BrewHouse became India’s First Organic Ice Tea and also the First fully Organic Beverage Brand in India.
What kind of market and shopper study preceded the launch of this product in India? Any data or insights you can share?
I studied the ice tea beverage category extensively, of course and felt like the whole beverage model was broken. Bottled iced teas, I realised, are actually a very large beverage category globally, amounting to US$65bn! It was also clear that no one was making natural iced tea; it was an untapped market full of potential, and absolutely on-trend with vegan, organic, and even the keto diet movements. Plus, there was a vast opportunity to develop a new beverage category here, and the opportunity to bring tea in a whole new form (cold, bottled and ready-to-drink) to the people.
How has BrewHouse fared so far in the market?
The response since we launched in November 2017 has been fantastic and very encouraging. We are present in over 6000 points-of-sales and surging towards the 10,000 mark. We have been able to get into airports in key cities, marquee QSRs such as Burger Singh, movies theatres like Inox and Carnival and many other hotels, restaurants and cafes. Also, our repeat purchases from some of our online partners over 50%. So, there’s a lot to look forward to.
This story is from the March 2020 edition of Point of Purchase.
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This story is from the March 2020 edition of Point of Purchase.
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