Lipton Announces US Tea Festival

Lipton Tea, the largest tea seller by volume and value in the U.S. announced it will host its first tea festival at Riverfront Park at Naval Yard in North Charleston, South Carolina to commemorate its 125th Anniversary.

Be More Tea Festival (PRNewsFoto/Lipton)

Be More Tea Festival (PRNewsFoto/Lipton)

The Be More Tea Festival, scheduled for Oct. 24, 2015 will feature live music, food, games, attractions – and, of course, tea — that will inspire people to live life the tea way, according to the Pepsi Lipton Partnership, a joint venture of Pepsico and Unilever to distribute Lipton Tea.

“Sir Thomas Lipton was a true pioneer when he began selling affordable, high-quality tea in 1890, which ultimately grew Lipton into a trusted household name across the globe,” said Alfie Vivian, vice president of Refreshment and Foods at Unilever U.S. “We continue to embrace this spirit of ingenuity and commitment to quality as we reach this iconic milestone, and we look forward to celebrating our heritage with exciting partnerships that’ll kick off the next 125 years.”

What was once a rare luxury took a revolutionary turn in 1890 when Lipton first made tea affordable to the mass market. The tea is now sold in 150 countries.

The festival will invite fans to experience a tea wonderland that celebrates the brand’s past, present and future and will feature live music from today’s most popular artists including Passion Pit, The Roots, Walk the Moon and St. Lucia.

The one-day event hopes to inspire attendees to Be More Tea, the brand’s philosophy that encourages people to take time to engage with others and enjoy the world around them. With Lipton tea, people can unlock experiences, creativity and inspiration, whether it’s playtime, mealtime, travel time or any time in between.

“The epic Be More Tea Festival will help bring fans together for an exceptional celebration with music, food, fun and a few surprises – everything a festival should be about,” said Melanie Watts, Director of Marketing at Pepsi Lipton Partnership. “The festival will bring to life exactly what it means to Be More Tea, and we can’t wait for our fans to celebrate our 125th anniversary right along with us.”

In June Lipton will introduce a special 125-count bonus pack, which offers 25 extra tea bags of America’s favorite classic blend. The brand recently introduce Lipton Sparkling Iced Tea will step up its sampling programs and “continues to invest in quality to refresh and enhance the way tea lovers experience Lipton products,” according to the company

Lipton has invested $40 million in a global campaign to bolster the fabled brand which has seen sales declines in North America.

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Domestic / International News
Dan Bolton

About Dan Bolton

Dan Bolton edits STiR Tea & Coffee Industry International. He was formerly editor and publisher of World Tea News and former editor and publisher of Tea Magazine and former editor-in-chief of Specialty Coffee Retailer. He is a beverage retail consultant and frequent speaker at industry seminars and conferences. His work has appeared in many beverage publications. He was a newspaper reporter and editor for 20 years prior to his career in magazines. Dan is the founding editor of Natural Food magazine and has led six publishing ventures since 1995. He lives in Winnipeg, Canada.