New China Mist Pure organic, ready-to-drink teas break out of the mold in a 16.9-oz, curvy glass bottle, awash in screen-printed graphics that convey the teas' Gourmet Quality and sophistication.
As exotic as its name implies, China Mist Brands' launch of China Mist Pure bottled organic iced tea in six varieties is going beyond the marketer's usual foodservice channels to retail.
The company says its “fresh-brewed” teas are currently available in select markets as part of a phase-in national scaleup strategy to head into most major markets in the first and second quarter of 2009.
The premium, ready-to-drink (RTD) tea is the latest entry from the Scottsdale, AZ supplier of specialty fine iced and hot teas.
Operating since 1982, China Mist Brands has manufactured and distributed iced teas and other tea products primarily for the foodservice industry, including restaurants and hotels.
In 1999, the firm acquired Leaves Pure Teas Hot Teas and in the summer of 2008, expanded its product line with the release of its new RTD tea brand.
Most recently, it gained the exclusive rights to sell and distribute Mokarabia® Real Italian Coffee in the US.
Building its reputation on quality and innovation in product and service, China Mist Brands grew substantially, and decided to answer its customers' requests by starting to sell China Mist Iced Teas, Leaves Pure Teas® hot teas and Caffé Mokarabia® coffee and espresso directly through its website and at its Scottsdale corporate headquarters and manufacturing plant.
Then, in came Richard Guzauskas, a teasmith (a specialist in making a good brew using a wide variety of leaves from Assams to Earl Greys), and the SKUs and sales grew even more.
Today, China Mist Brands' products are distributed internationally and are also available through its website, www.chinamist.com.
“We decided to build excitement, exposure and press for our new China Mist Pure Bottled Organic Teas by premiering them in one of hottest, fine-dinning markets in the country—Las Vegas,” explains Kiley Biggins, marketing manager and graphic designer at China Mist Brands.
“DeLuca/Coors of Las Vegas, part of the Wirtz Beverage Group, is our distributor partner for the state,” she says.
“In November of 2008, we made China Mist Pure available in high-profile restaurants and clubs all over the city and are also launching our retail strategy with AJ's Fine Foods in Arizona.”
Tea trends
Researching and experimenting with the idea for a ready-to-drink tea for more than a decade, the company saw beverage trends continuing to evolve as consumers seek healthier alternatives to soft drinks and look to more flavorful drink options than water.
Its research indicated that in 2007, tea grew to a $6.85-billion category due to perceived health benefits and the convenience of RTD teas.
The category was seeing strong growth of 15 percent at that time, the third consecutive year of double-digit growth, so it is well-positioned to climb to more than 35 percent of the total tea market volume.
“Many RTD's on the market are artificially sweetened and low in tea solids,” notes China Mist Brands' teasmith Scott Svihula.
“Four of our blends of China Mist Pure are unsweetened and all six of them are very high in polyphenol antioxidants. The taste is unparalleled amongst any other RTD tea.”
Along with the desire to create a healthier beverage, China Mist Brands also thought about creating a designer tea, but abandoned the project a few times, mainly because it didn't feel that it could develop the right quality for a super-premium gourmet bottled tea product, says president and COO Rommie Flammer.
As advances came in tea technology and equipment, it improved its product formulations.
"Just over a year ago, the company perfected the formulations and has worked feverishly ever since to create, test and design luxurious packaging for both foodservice and the hotly competitive retail tea market," Flammer says.
As their taste preferences have grown more sophisticated, consumers are more willing to pay a premium for better quality and richer flavors, China Mist Brands says.
Read the full article at Packaging Digest
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