The Coffee Bean & Tea Leaf is running a series of promotions at its retail stores to educate consumers about the origin and quality of its whole leaf tea beverages.
For the past 45 years, the company has traveled to some of the most exclusive tea estates in the world and plans to share those experiences with consumers through new graphics and videos that highlight the hand-plucking and processing of tea leaves among the sprawling estates of Sri Lanka.
“We wanted to reintroduce to our customers the story of our products,” Julianna Arnold, the firm’s director of marketing, said. “This is a great opportunity for us to highlight our line of teas that we have spent so much time developing.”
The series of promotions begins with a “Tea Party,” at stores on March 5, where consumers can sample a free 12-ounce Over Ice Tea Latte. New menu boards will emphasize the premium ingredients in the company’s teas, including berries and cinnamon. Limited-edited tea infusers, teakettles and teacups will be available for sale.
“We’re just trying to get our tea into our customers’ hands and to get them to experience what it is all about,” Arnold said.
In about 15 Southern California stores, David De Candia, the company’s tea buyer, master tea blender and senior manager of tea, will embark on a regional tour to host educational teas session. The sessions will be mostly small, intimate groups for tea enthusiasts to learn little known tea facts and brewing and food pairing tips.
The promotions will continue through April. The company operates more than 720 stores in California, Arizona and Las Vegas, as well as in 20 other countries.
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