Magazine article Newsweek

Time for Tea; It's the Brand of 'Zentrepreneurs.' the Republic of Tea Mixes Spiritual Advice with a Good, Expensive Product

Magazine article Newsweek

Time for Tea; It's the Brand of 'Zentrepreneurs.' the Republic of Tea Mixes Spiritual Advice with a Good, Expensive Product

Article excerpt

Byline: Jennifer Barrett

The Republic of Tea doesn't advertise. But it has found a clever way to get the word out about its products. In 2001, chairman Ron Rubin and COO Stuart Avery Gold wrote "Success @ Life: How to Catch and Live Your Dream," a blend of business advice and spiritual teachings. It was no best seller, but it did well enough to spur a series--the latest of which, "Tiger Heart, Tiger Mind: How to Empower Your Dream," comes out this month. The books are guides for "zentrepreneurs" (the duo's term for 21st-century entrepreneurs who have both a business and a life). But the books also serve to enhance the tea brand, which they say is part of a balanced lifestyle. "They're amazing marketing tools," says Brian Keating, founder of Sage Group International, a Seattle market-research group.

And many consumers are buying into that lifestyle. Rubin says business has quadrupled in the past five years to more than $10 million in annual sales. That's small compared with Celestial Seasonings, which boasted $59.1 million in sales when it went public in 1993. Even smaller brands, like Starbucks subsidiary Tazo Tea, are signing distribution deals: Tazo secured a licensing agreement with Kraft last month.

Don't look for the Republic of Tea to share supermarket-shelf space with those brands, though--its teas are available only by mail order and in 20,000 specialty stores and upscale eateries. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.