Ellainy Karaboitis-Christopoulos is the business development manager for World Tea Expo, the most influential event in the global tea industry. She’s the primary contact for all exhibitors, sponsors and advertisers, helping them elevate their presence in the industry and reach key buyers.
World Tea News spoke with Karaboitis-Christopoulos to get her insights on the recent World Tea Expo 2023 and the upcoming World Tea Expo 2024, which will take place in Las Vegas with Bar & Restaurant Expo (the co-located events will be held March 18-20, 2024).
In addition, Karaboitis-Christopoulos chats about innovation in the tea industry, trends, ready-to-drink (RTD) tea, herbals, boba/bubble tea, and how to make an impact in the North American tea market.
Karaboitis-Christopoulos has worked in the industry for 15 years, and she previously managed the Specialty Tea Institute (STI) – the educational division of the Tea Association of the USA – overseeing the STI Certification program, corporate training, membership and association trips to origin. She’s also had the opportunity to experience the magic of the tea leaf in person, traveling and meeting tea growers and producers around the world.
Question: Hi, Ellainy – thanks for your time! Let’s dive right in. What are your overall thoughts on World Tea Expo 2023, which was held March 27-29 in Las Vegas?
Answer: World Tea Expo 2023 was a success, and that energy and excitement has carried over into 2024. I always say, the tea industry may be worldwide, but coming to World Tea Expo feels like a family reunion! The friendships and business partnerships that get created at World Tea Expo become lifelong. We are the only show that literally can connect people from all over the world, and that was obvious in our 2023 show with exhibitor representation from China, India, Korea, Japan, Sri Lanka, South Africa, Nepal, Canada and Australia.
Question: What stood out to you the most at the recent World Tea Expo?
Answer: What stands out to me the most is that World Tea Expo isn’t a regular trade show that consists of simply booths; World Tea Expo provides an interactive experience to both attendees and exhibitors. In 2023, we provided the leading conference program and unique activations that showcased products in a real-life setting. These included the Devan Shah Tea Tycoons compeition, the Boba Tea Experience, and our own made-to-order Tea Bar, where attendees were able to sample the latest teas and tea-infused cocktails and mocktails.
Question: Innovation seemed to be an underlying trend at World Tea Expo 2023. Would you agree?
Answer: We work with all tea segments and are at the forefront of innovation, and we bring it to our show every year. Things like the Boba Tea Experience and our Tea Bar – which included teas and tea infused cocktails and mocktails – showcased innovation this year. We also offered innovative RTDs, herbals, classic teas, loose-leaf tea, rooibos and yerba mate at the recent event – all on our show floor. Participants can always expect to see innovation with tea at World Tea Expo.
Question: Tea has always been versatile, but it seems like it’s really taking the stage in bold, innovative ways right now. Why do you think we’re seeing so much innovation with tea at the moment?
Answer: I think tea is having its “a-ha” moment. People are also realizing that besides being a delicious go-to beverage, tea has so many health benefits. Tea can also be used for not just drinking it alone but incorporated with baking, cooking, cocktails, mocktails and more. How many other beverages are so versatile besides being delicious?
Question: When it comes to innovation, one can’t help but think of the fast-growing RTD tea segment. What are your thoughts on this category?
Answer: The RTD tea segment is quickly growing in both volume and value. Consumers want convenience but they also want healthy options, which RTD teas supply.
Question: Boba/bubble tea seems to be a bit disruptive in the tea industry. Some see the exciting opportunities, especially in terms of connecting with a younger generation, and some think it takes the attention away from traditional tea or specialty tea. What’s your take?
Answer: I think boba/bubble tea is exciting for the tea industry. While boba/bubble tea may be associated with a younger consumer generation, this generation is also being introduced to traditional/specialty teas. Many boba/bubble tea retailers offer more than boba/bubble tea. Many times, the consumer will never even know about the other traditional/specialty teas, and by being introduced to boba/bubble tea, they are getting the opportunity to try other teas as well.
Question: Do you think the innovative tea entrepreneurs and disruptors out there are a good thing for the tea industry?
Answer: Yes! They are working with tea in ways that even a few years ago we could never have imagined. They have helped bring attention to tea and brought some exciting products with their ideas to the industry!
Question: How does World Tea Expo fit in with all the excitement and innovation that’s happening within the tea industry?
Answer: World Tea Expo encompasses the entire tea industry – from the classic tea and specialty tea segments, to the boba/bubble category, herbals, tisanes and RTD segments, plus more. It is the only trade show that a person can find the newest products and businesses across all tea segments, and we provide interactive experiences such as the Tea Bar and Boba Tea Experience for attendees and exhibitors that no other show can match.
Question: Let’s talk FOMO. If someone isn’t attending World Tea Expo, what are they missing out on?
Answer: My first question I would ask is why wouldn’t you be attending World Tea Expo? It’s not only FOMO, but also a mistake! This is THE industry event not to be missed. I always say, it’s the only show in North America that a person has the opportunity to connect with tea business leaders, top brands, producers and suppliers from around the globe. This is truly an exciting time for tea, so why wouldn’t you want to be part of it? More than 30 percent of exhibiting companies exhibit nowhere else. Attending World Tea Expo is an exclusive opportunity to visit these suppliers.
Question: Botanicals, herbal teas, tisanes – what did you learn at the expo when it comes to this segment?
Answer: Consumers are concerned about their health and want healthy drinks. They want options, and that was apparent at this past show. It seems like herbal teas or herbal blends will continue to become more popular, especially as people focus on health and wellness more.
Question: What surprises you the most about the tea industry in North America right now?
Answer: The excitement and eagerness about tea! Tea is the second most consumed beverage worldwide after water, and we are finally seeing this demand in North America! Grocery stores, cafes, retailers, hotels, spas and even cruise lines – they all want tea! That’s what makes World Tea Expo so important and special, we bring these connections between our attendees and exhibitors.
Question: For tea businesses around the world that want to make an impact in the North American market, what do you want to tell them? And why should they exhibit or participate in World Tea Expo 2024?
Answer: World Tea Expo is the only platform that brings professionals from all levels and areas of the tea industry together. It’s the only gathering where buyers can meet tea growers and leading suppliers from around the world and taste new teas before ordering. It’s the only event that gives the tea industry access to important vertical market buyers to conduct business, in addition to in-depth education to strategize for future growth. Basically, it’s the only event where an attendee or exhibitor can connect with tea business leaders, top brands, producers and suppliers from around the globe.
Question: I know there are lots of exciting plans that are already in the works for World Tea Expo 2024. And the expo floor – which is co-located with Bar & Restaurant Expo – continues to grow. Why are you looking forward to next year’s event?
Answer: Within the next few months we will be announcing some amazing opportunities for attendees and exhibitors that can only be found at World Tea Expo. Make sure you subscribe to our email list and World Tea News for all the major announcements. Stay tuned!
Question: In terms of Bar & Restaurant Expo being co-located with World Tea Expo, what’s the business value there, for those that don’t know? What’s the return-on-investment for exhibitors who want to reach that particular market?
Answer: This is the most ideal co-location. Tea is no longer just the typical teabag or watered down iced-tea that people have long associated with tea. Now more than ever, consumers want premium tea at restaurants and bars, and it’s also being used for baking and cooking, and it’s being infused into cocktails/mocktails at bars and restaurants. The co-location of the shows is the perfect opportunity for the tea side to meet the bar and restaurant people, and find out who they are and who they need to sell to. It also gives the restaurant and bar side the chance to taste amazing tea – some for the first time – and finds ways to incorporate good tea into their menus. It’s seriously a win-win on both sides.
Question: Thanks for your time, Ellainy! Last question: What’s the best reason to attend or exhibit at World Tea Expo 2024? And how can tea companies get in touch with you?
Answer: I can’t stress enough the importance of this show to anyone within the tea industry. The networking opportunities, conference sessions with speakers that are leaders in the field and interactive activations can’t be found anywhere else. And I’m always available via email or phone [+1 212-895-8493]. I love speaking with exhibitors, sponsors and attendees and telling them about all the exciting features of World Tea Expo and why they should be part of it. I also want our exhibitors, sponsors and participants to know that we want them to have the most amazing experience at the show, and I am literally there for them every step of the way. Looking forward to seeing our attendees, exhibitors and sponsors at World Tea Expo 2024!
Plan to Attend or Participate in World Tea Expo, March 18-20, 2024
To learn about other key developments, trends, issues, hot topics and products within the global tea community, plan to attend World Tea Expo, March 18-20, 2024 in Las Vegas, co-located with Bar & Restaurant Expo. Visit WorldTeaExpo.com.
To book your sponsorship or exhibit space at the World Tea Conference + Expo, or to enquire about advertising and sponsorship opportunities at World Tea News, contact:
Ellainy Karaboitis-Christopoulos
Business Development Manager, Questex
Phone: +1-212-895-8493
Email: [email protected]
Also, be sure to stay connected with World Tea Expo on social media for details and insights about the event. Follow us on Twitter, Facebook, Instagram and LinkedIn.