Tea Forté extends travel retail footprint with new product assortments

Tea Forté has launched five new tea ranges in travel retail amid expansion in the channel through its sales agent Actium.

The Chakra collection is available in North America with all major travel retailers and in South Korea and Guam with Lotte Duty Free. The range aims to promote wellbeing and clarity and includes five different tea blends based on the Indian tradition of Masala Chai.

The Chakra range comprises Maté Mantra Chai, Vanilla Veda Chai, Ginger Guru Chai, Rooibos Raja Chai and Turmeric Tantra Chai

The Matcha line comprises five stone ground matcha organic green teas: Chai Matcha, Chocolate Matcha, Pure Matcha, Ginger Matcha and Coconut Matcha. It is listed with Lotte, DFS, Newslink and International Shoppes.

The Matcha collection comes with a ceremonial bowl set, including bamboo whisk, tea bowl and measuring ladle

Bleu, described as an “exotic collection of artisanal herbal teas”, contains ten or 20 pyramid infusers in five flavours. The collection is available in Asia and the Americas with Duty Free Americas, DFS, International Shoppes, Lotte Duty Free and Newslink.

Bleu Blossom contains citrus, goji berries and blossoms; Bleu Blush features chamomile, lemon and roses; Bleu Ginger includes lemongrass and ginger root; Bleu Hibiscus is a blend of sun-golden blossoms with a citrusy zest and Bleu Mint comprises lemon balm, blossoms and liquorice.

The Hanami line pairs cherries, flowers and organic green tea. Ten pyramid infusers are housed in a presentation box which features a detailed tea menu.

Last year Tea Forté appointed retail and distribution specialist Actium as its exclusive sales agent for travel retail worldwide and Latin America and Caribbean domestic markets. Actium is tasked with developing Tea Forte’s presence in travel retail through opening new locations with strategic partners globally.

The Hanami line is a pairing of tart cherries, flowers and organic green tea

Actium/Tea Forté Brand Manager – Travel Retail Zack Boiko said: “Within travel retail Tea Forté and Actium are strategically expanding in airports, cruise lines and duty free stores worldwide where Tea Forté’s domestic notoriety is well established and/or the tea drinking culture is prevalent.

“With Tea Forté, the brand experience is brought to life through frequent in-store demonstrations to allow the traveller to see the Tea Forté difference. Tastings and activations regularly take place throughout our travel retail locations to give the traveller who otherwise wouldn’t have the chance to try Tea Forté an opportunity to indulge in Tea Forté and bring the experience back home.”

Tea Forté conducts frequent tastings to create brand awareness; pictured is a Lunar New Year activation which took place at T Galleria by DFS, Hawaii

Boiko said that Tea Forté’s travel retail performance in the last year has been “very positive”, continuing the trend of year over year growth. “Above all else, effectively communicating how the brand’s unique pyramid design leads to an exceptional tea experience has led to the growth. Other factors influencing the performance include the conscious effort to build consistent assortments geared toward gifting and proper segmentation.”

Small scale portable visual displays like the one pictured here at The Shoppes at Ocean Drive, Miami International Airport are a key element of the brand’s strategy

Boiko revealed that Asia, Europe and the brand’s home region North America are earmarked as top priorities for travel retail. Tea Forté products will be available in the World of Delights store at Frankfurt Airport at the end of May and in Munich Airport from June. “More exciting openings are scheduled throughout Q3 and Q4 in Europe, the Middle East and Asia,” noted Boiko.

“The brand experience is brought to life through frequent in-store demonstrations to allow the traveller to see the Tea Forté difference”

To create brand awareness in travel retail, Actium is currently developing and testing small scale portable visual displays that allow customers to touch and smell the teas.

Tea Forté has a strong partnership with Newslink in North America

“To further raise awareness in key markets we are building off the success of Tea Forté’s recently opened retail store in the brand’s home city of Boston, Massachusetts,” said Boiko. “We are taking the experiential concepts and designs of the store and scaling to pop-up shops and kiosks to provide a full 360-degree experience that activates all senses.”

According to Boiko, the cruise industry (retail and on-premise service) presents Tea Forté with lots of opportunities. The brand is currently served on Royal Caribbean, Cunard, Celebrity and Norwegian among others.

“Our goal is to have the guest enjoy Tea Forté in the café or restaurant with the opportunity to then purchase from the shops onboard”

“Being present on cruise lines presents the perfect atmosphere for the Tea Forté experience,” said Boiko. “A captive audience with the ability to relax and enjoy themselves provides the optimal experience for the guest; from unwrapping the pyramid infuser revealing the gold foiled lining to sipping one of the many award-winning blends. Our goal is to have the guest enjoy Tea Forté in the café or restaurant with the opportunity to then purchase from the shops onboard.”

 

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