Australian beverage company Origin Tea has been selected as one of the participants in 7-Eleven’s annual global brand showcase in Texas, allowing the company to reach a wider audience and connect with 7-Eleven’s top executives.
The showcase, known as Brands with Heart, aims to identify emerging brands and introduce them to the 7-Eleven team. Out of 600 global brands, Origin Tea was chosen as one of 48 to participate in the event and showcase its Sparkling Iced Tea
Established in 2012 by Chris and Lawrence Seaton, Origin Tea is known for sourcing its teas from Sri Lanka, focusing on sustainability and ethical production.
During the event, Origin Tea’s co-founder Chris Seaton took part in an educational session on marketing and brand growth and a “speed run” session with 7-Eleven’s top executives.
“This provided valuable insight into how to succeed at 7-Eleven, how emerging brands can work with big chains, how to communicate with buyers and how to put equity to good use for growth,” shared Seaton in an interview with Inside FMCG.
“It also hammered home the value of building strong relationships with retailers like 7-Eleven and branching out overseas when right,” added Seaton.
The company also had the opportunity to showcase its new sparkling iced tea products, which were well-received by the 7-Eleven team.
“I learned that major retailers recognise the importance of partnering with emerging brands, especially those with ‘heart’, which appeal to the next generation,” he continued.
The company hopes to continue strengthening its presence in retail and grow its footprint in the country by launching into the petrol and convenience segment, starting with 170 On The Run stores.
After attending Brands With Heart, Seaton said he would “keep an eye” on the US and Canada market for potential opportunities.
“Our mission is simple – to make tea cool again,” he concluded.
