Newcastle based, NOVELTEA enjoyed a record-breaking weekend with demand creating a waiting list of thousands.
The company, founded by ‘Geordie Germans’ Vincent Efferoth and Lucas Passia, was greeted by 50,000 new website visitors looking to purchase its teapots, warmers and a bottle of the winter-spiced alcoholic tea, Celebrate, within 10-minutes of the brand appearing on BBC Saturday Kitchen.
Jamie Cullum in particular spoke highly of the Celebrate blend, commenting: “It tastes like you’re swallowing a Christmas Tree in the best possible way! It literally tastes like Christmas, I really like it.”
Paired with NOVELTEA’s own Black Friday deals, the demand over the weekend has outstripped supply, securing over £100,000 in online sales in a matter of hours and customers from across the globe placed on a waiting list with thousands of other hopeful drinkers.
The NOVELTEA team is now working fast to ensure all orders are fulfilled before Christmas, offering customers the option to pre-order the alcoholic tea and accessories for arrival before the big day.
NOVELTEA’s increase in sales coincides with the announcement that it has recently received £1.4m investment from the North East Venture Fund (NEVF), managed by Mercia; the government’s Future Fund; and the crowdfunding site CrowdCube. The funds will allow it to target new overseas markets, expand its product range and create 20 new jobs at the rapidly growing company.
Speaking on the success, Vincent Efferoth said: “Our limited edition Celebrate tea and whisky blend launched earlier this year due to growing interest from customers for a festive drink and we couldn’t be happier with the results and sales.
“Since we launched NOVELTEA in 2017 we’ve continued to grow the brand and expand overseas. The investment secured this week and increased profile of the brand is allowing us to turbo charge our plans in 2021 and define the alcoholic tea category.”
For more information on the brand and to pre-order a 70cl bottle of NOVELTEA’s Celebrate, visit www.novelteadrinks.com.
