Newcastle startup launches innovative product tackling the Chinese market

A Newcastle-based startup is preparing to launch its range of tea-based alcoholic drinks in China - less than a year after the company was established.

NOVELTEA launched its ‘The Tale of Earl Grey’ and ‘The Tale of Tangier’ beverages in the UK in April 2017, and has quickly established a presence in several high-end department stores including Fenwick, John Lewis and Harrods.

The likes of NOVELTEA’s Earl Grey range is made with Earl Grey combined with hand-selected botanicals and British gin.

In summer 2017, NOVELTEA began working with the Department for International Trade (DIT), which has resulted in the company dispatching its first consignment to China last month.

DIT’s Exporting is GREAT campaign aims to help more businesses explore new markets overseas. The campaign is currently showcasing a range of UK businesses - from a range of sectors and regions - to inspire and support firms up and down the country to export.

Lukas Passia, NOVELTEA’s managing director and co-founder, explained: “Our mission is to create tea with real spirit - and we’re working to ensure that as many people as possible have the opportunity to enjoy what we’re producing.

“As part of this process, exporting was always going to be of fundamental importance, even though the prospect of making the right contacts and overcoming language barriers was daunting.

“Having the chance to work with DIT has been invaluable and I doubt we’d be launching in China so soon after establishing the company if it weren’t for their guidance.”

In the year to September 2017, North East firms exported £168m worth of food and drink products. Demand for British-made food and drink is growing particularly strongly in East Asia.

David Coppock, regional director for the North East at the Department for International Trade, added: “There is a wealth of opportunity for UK producers in East Asia, and NOVELTEA has tapped into this trend.

“However, the Chinese market isn’t without its complexities, so we have a network of International Trade Advisers based across the North East on hand to provide specialist support and guidance to ensure that businesses can achieve their potential.

“Concerns about marketing their products correctly and finding distribution agents often prevent innovative companies based here from exporting - but we can help companies overcome these.”

Lukas concluded: “My advice to any company thinking about exporting for the first time is simple: seek out the expert support available at the earliest opportunity.

“All you need is a strong product, the right contacts and lots of determination, and if we can do it, others can too.”