Just when you thought Brand Oprah couldn’t extend into any new categories, the media queen can now be found in a Starbucks SBUX -1.15% near you.
At the coffee giant’s annual meeting on Wednesday, Winfrey took to the stage with her friend Howard Schultz, CEO of the java chain, to announce a new partnership: the Teavana Oprah Chai Tea.
The drink will be on sale at both Starbucks and itsnewly acquired and growing line of tea stores, Teavana, starting April 29th.
Proceeds from sales will go towards philanthropic ventures focused on education, including the Oprah Winfrey Leadership Academy for Girls, the billionaire talk show mogul’s South African girls’ boarding school.
(I had the privilege of visiting the school for a Forbes cover story on Winfrey’s charitable endeavors not too long ago; read more about her mission here.)
Winfrey got to know Schultz when she interviewed him last year for her Super Soul Sunday self-help show on her OWN network.
“My daily tea ritual is a vital part of my morning,” Winfrey told an audience of shareholders at Wednesday’s annual meeting, broadcast live over the web to investors and media.
“Savory and spicy chai, with its deep flavor, has long been a favorite of mine. When Howard Schultz offered to have me come into the Starbucks tasting room and create my very own tea blend, I thought that sounded like such a unique opportunity and fun to the tenth power.”
Schultz’s choice of Winfrey as an early champion of his Teavana chain is a canny one as he aims to conquer the $90 billion worldwide tea market.
His target Teavana customers are women with a little disposable income and a love of all things holistic, including tea, yoga, and probably Winfrey, with her signature blend (get it?!) of spirituality and practical advice.
No hay comentarios.:
Publicar un comentario