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16.
April
2018.
British brand brews up spirit-infused tea - Rum, Gin & Tea -


 BRITISH BRAND BREWS UP SPIRIT-INFUSED TEA


RUM, GIN & TEA

NEWCASTLE UPON TYNE, 16th APRIL 2018: FOR Those with a penchant for tea, gin and rum, a new [British] brand has introduced the world’s first cold-brewed, spirit-infused tea which can be served either hot, cold or as a key cocktail ingredient.


 

NOVELTEA presents an alternative option for tea-drinkers to enjoy their favourite brew as a ready-to-drink tipple that infuses tea with either gin or rum. Developed by artisan mixologists; Vincent Efferoth and Lukas Passia, NOVELTEA has been launched in two flavours; The Tale of Earl Grey which infuses black tea with British gin and botanicals, and The Tale of Tangier which infuses Moroccan green mint tea withspearmint, dried lemongrass, dried apple, blackberry leaves and Caribbean white rum. 

 

NOVELTEA is the first brand in the world to develop the concept of a boozy cold-brewed tea in a ready-to-drink format with an infusion of either gin or rum.  The tastes and flavours of NOVELTEA are inspired by cultures and heritage associated with the origin of the tea, which along with their ingredients, have been sourced from around the world.

 

NOVELTEA is made using real tea extract and is a natural product that is devoid of any artificial colours. The cold-brewing process of up to 10-hours is designed to draw out the distinctive flavours of the tea, which are then combined with the matching spirit of either gin or rum. The process is carried out to develop a smooth taste with natural sweetness and draws away any bitter tannins. The level of tea VS spirit is 1/3 spirit and 2/3 tea. 

NOVELTEA is an emerging brand to watch, having secured £220,000 in six days on the crowdfunding platform Crowdcube. NOVELTEA surpassed their original target of £120,000 within the first 26 hours of launching their campaign. In less than 12 months, NOVELTEA has experienced rapid growth following a series of international listings in Greater China and Europe. 

 

The German entrepreneurs behind NOVELTEA; Lukas Passia and Vincent Efferoth, are based in Newcastle Upon Tyne and have adopted the city as their home and refer to term ‘Geordies by choice’. Upon arriving in the UK, Passia and Efferoth experienced for the first time, the British fascination for afternoon tea. When delving into the popularity of alcoholic accompaniments, they were surprised that no alcoholic tea was offered alongside champagne and prosecco and then set out to create NOVELTEA.

 

ENDS

Media Contact: Radu Firanescu:

 radu@tea-venture.com  07817 803234  www.noveltea-drinks.com

Twitter:             https://twitter.com/novelteadrinks

Facebook:         https://facebook.com/novelteadrinks

Instagram:        https://instagram.com/novelteadrinks

Website:          www.noveltea-drinks.com

 

NOTES TO EDITORS

·       NOVELTEA is stocked by Harrods, John Lewis and Fenwicks

 

·       NOVELTEA is gluten-free and vegan-friendly

 

·       The Tale of Earl Grey – A rich taste of Earl Grey tea infused with juniper and British gin

RRP: £9.95 for 25cl and £24.95 for 70cl (11% abv.)

 

·    The Tale of Tangier – An exotic infusion of Moroccan green mint tea with sp­­earmint, dried lemongrass, dried apple, blackberry leaves and Caribbean rum

RRP: £9.95 for 25cl and £24.95 for 70cl

 

·       Both Tales are cold-brewed in the UK and are vegan, gluten-free and free from any artificial colours

 

·       Less than 12 months after launching NOVELTEA in April 2017, the brand is experiencing rapid growth following a series of international listings in Greater China and Europe. 

·       
In July 2017, NOVELTEA announced its listing with Harrods, UKset up a crowdfunding campaign with a target of £120,000. Within 26 hours they surpassed this target to reach £220,000 in six days, selling a 20% stake in their business through the community funding platform Crowdcube

 

·       In August 2017, NOVELTEA set up a crowdfunding campaign with a target of £120,000. Within 26 hours they surpassed this target to reach £220,000 in six days, selling a 20% stake in their business through the community funding platform Crowdcube


 

·       In November 2017, the NOVELTEA founders were sent on a trade mission to Shanghai with the Department for International Trade, to gain insight on how the biggest tea culture in the world and its economy would perceive NOVELTEA

 

·       In November 2017, NOVELTEA were awarded the ‘Start-Up of the Year Award 2017’ at Aagrah’s Annual Hospitality Awards