During an invitation-only party last night at the Hilton Ballroom, tea industry members toasted the winners of the 2010 North American Tea Championship Iced Tea Class competition.

Art of Tea was among the winners for the fourth time in a row, taking trophies for its Petal Pedal and Passion Fruit Jasmine blends. CEO Steve Schwartz said he was thrilled and honored, adding, "We spent months cupping hundreds of teas to perfect the blends. ... I think the award will add more value to the brand."

Among the 10 companies winning first-place awards were five newcomers to the competition, the result of changes made to the contest this year which opened it to all North American companies that have a certain amount of tea inventory.

Among those receiving their first awards was New Leaf Brands. Marketing Manager Angela Lamendola said "We're honored to be recognized, but not surprised. The natural flavors we use speak for themselves."

Scott Svihula, tea smith for China Mist Brands, another first-time winner, enthused, "I love it! I'm excited." Although he said he believed China Mist would win in one of the categories, he was pleased that one of its top-selling flavors took an award.

"This award will help our customers sell more products off their shelves. It will help us market our products," Svihula said, adding that the company would build a campaign around winning the award.

World Tea Media, organizer of the Tea Championship, announced winners last week, following independent tasting and rating of the 80 entrants, which took place May 18 at the Wilbur Curtis Corporate Headquarters in Montebello, Calif.

Companies that received first-place trophies last night were Adagio Teas, ITO EN, China Mist Brands, New Leaf Brands, The Republic of Tea, Rishi Tea, S&D Coffee, Shangri-La Tea Company, TeaGschwendner and True Brew. Of those, five – China Mist, New Leaf, The Republic of Tea, S&D Coffee and True Brew – had never before won in the competition.

The full list of winners is published at www.TeaChampionship.com. They will also appear in a forthcoming buyer's guide.

The Tea Championship's Hot Tea Class competitions for this year's spring and fall harvests will take place in the summer and winter, respectively.