Starbucks expands Teavana in South Korea
Starbucks is expanding Teavana in South Korea.
According to the Korea Herald, the number of Starbucks’ premium Reserve-branded coffee houses serving Teavana drinks has expanded from 13 to 52.
The tea has grown in popularity within the territory since it was introduced in 2016, with Teavana sales growing 20 per cent annually. One tea blend is now the chain’s third most frequently ordered beverage among younger customers, perhaps due to a heightened awareness of health consciousness in that demographic.
During the first three months of this year, sales of green tea-based drinks rose 35 per cent compared with the same period last year.
Starbucks acquired US-based Teavana Holdings in December 2012, a “super premium tea” product it said brought “exotic blends, great flavours, wellness and innovation” to customers globally. At that time it was a standalone retailer, however Starbucks closed all of the stores and integrated the brand and its products into selected coffee stores.