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Starbucks Opens First Teavana Fine Teas Bar Thursday in New York City

Oct 23, 2013 12:04 PM EDT | By Justin Stock
starbucks, Teavana Fine Teas, New York City
Starbucks Location
Some Starbucks is picking up on selling beer and wine to increase revenue.(Photo : Creative Commons)

In a first for the company, Starbucks is set to open a Teavana Fine Teas and Tea Bar in New York City's upper east side Neighborhood Thursday the company said in a press release.

"Tea has been a part of Starbucks heritage since 1971, when we were founded as Starbucks Coffee, Tea and Spices, and this new store concept elevates the tea experience in the same way we've done for coffee," Howard Schultz, Starbucks chairman, president and chief executive officer said in a statement.  "As the second most-consumed global beverage behind water, tea presents a $90 billion global market opportunity, and we are excited to celebrate the first retail example of how our two companies are coming together."

The new digs will feature handmade teas, premium loose leaf teas, tea food products, and tea merchandise to upgrade a customer's tea experience.

The company is also providing an enhanced experience socially, through digital media, customer loyalty, cards, and how customers use mobile devices while in Starbucks locations in order to combine the company's store design and customer experience with how tea is made the press release reported.

"By selecting only the finest premium loose leaf teas and botanicals to be sold in Teavana mall stores, Teavana has built a strong reputation among tea enthusiasts and introduced casual tea drinkers to new experiences in tea," Cliff Burrows, Starbucks group president for the Americas, Europe, Middle East and Africa, and Teavana said in a statement. "We are excited to work together to help create new and innovative ways to delight tea drinkers and continue growing the overall tea category in a variety of ways. The Teavana Tea Bar is a critical first step for us to meet the needs of tea drinkers everywhere by providing a place where tea enthusiasts and casual tea drinkers alike can learn about, enjoy and share in the tea experience."

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