Teavana taps cocktail trend for alcohol-free happy hours

A summer party launches at Teavana and continues through the summer with its Summer Fri-YAYs events. Here are the promo points of Teavana’s happy hours. The promotion: From 3 to 7 p.m. Fridays through Aug. 11, Teavana Fri-YAY happy hours will feature cocktail-inspired iced teas. Here’s the deal: On launch day—May 26—customers at select Teavana outlets will receive a free 24-ounce iced tea. Customers must redeem an invitation. Then June 2-Aug. 11, tea drinkers who buy a 24-ounce featured tea will get a second beverage of equal or lesser value. What’s in the teacup: Playing on the craft cocktail trend, Teavana’s new featured iced teas include Beach Bellini with its tropical papaya, pineapple and citrus flavor; Stawberry Daquiri with its combo of strawberry, vanilla and rose petals; and Pina Colada with its blend of coconut, pineapple and vanilla. A fourth tea, Mandarin Mimosa, includes orange, mango, papaya and lemongrass. Bonus: The “cocktail” teas also are available loose leaf in stores and online. Why iced tea: Because summer. Then there’s this fact: About 80 percent of tea consumed in America is iced tea, according to the Tea Association of the U.S.A. The business deal: Iced tea is important to Teavana’s parent company Starbucks. “Tea is on the rise across America, with iced tea now the most consumed beverage at lunch time,” Annie Young-Scrivner, Teavana president, said via a past press release. “In our Starbucks stores where Teavana tea is served, our tea sales rose 15 percent year-over-year mostly due to the popularity of our Teavana shaken iced tea.” About Teavna: Acquired by Starbucks (NASDAQ: SBUX) in 2012, Teavana offers customers a full tea experience where they can learn more about the ritual and enjoyment of tea with products available in more than 350 Teavana mall locations and Teavana tea bars, as well as in Starbucks stores across the U.S. and Canada. Have an interesting teahouse or brand promotion running? Send information to [email protected].