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Wednesday, April 21, 2021

Andy Schamisso of Inko’s White Tea: Inspiration Exemplified

Andy Schamisso was employed as a public relations officer in 2002 but was not gratified with this job. One day, Andy’s wife was unable to trace the uncommon white tea that she drank by making ice tea. This was the moment Andy chanced upon his mission. When he was looking for buying tea on the web, he came across its health advantages and instantly decided to spread the recipe invented by his wife to others. 

Therefore, after 13 years of a PR job, Andy Schamisso left his job to launch Inko’s White Tea and the name originated from his dog, Inko. Once he accumulated sufficient funds to manufacture 6,000 cases for packaging tea, Andy was energetically touring the streets of New York for marketing his product. He gradually diversified into specialty stores. Within approximately 12 months, orders transformed from cases to barrowloads.

Currently, 14 variants of Inko’s White Tea are available in the market. Over the last decade, Inko’s White Tea had earned yearly revenue of $3 million. White tea from Inko’s is available in organic blueberry, organic apricot, organic honeydew, organic strawberry, organic honeysuckle/honey lemon, organic energy mango, organic energy blackberry, and organic white peach flavors.   

The Success Story of Inko’s White Tea: the Brainchild of Andy Schamisso

It all began in a New Jersey Kitchen. It was 2002 and Andy Schamisso and his furry pet Inko were fiddling with various combinations of white tea and fruit essences. After one or two trials, Inko’s White Tea came into existence. People began to know about the premium health benefits offered by Inko’s White Tea and its tasty aromas. Shortly, customers in almost every state of the US could come across an outlet of Inko’s White Tea close to them, showcasing their favorite beverages. It turned into a necessity for the majority of health-aware tea lovers. 

In 2014, the company decided to take its capacity to a higher level by going organic. The method was fine-tuned to abide by the USDA (United States Department of Agriculture) Organic norms and guidelines.  

Currently, tea drinkers will find Inko’s White Tea in every state of the United States and every bottle comes with a majestic USDA Organic label, showing its fifty calories or less in every one of them!

Inko’s White Tea has kicked off a movement and they want all the customers to participate in it.  

2018 – Inko’s penetrates the Chicago, Illinois Market

Inko’s turns organic for bottled tea. So, natural is not sufficient for the company. Rather, they were interested in offering a brand of superior-quality iced tea in a bottle.

Inko’s, launched in 2002, turned to organic elements at the beginning of 2018 to aid the brand to stand out among others. Even though there are plenty of ready-to-serve bottled teas, customers always search for better, less-calorie substitutes for beverages with sweeteners. Currently, ready-to-serve teas are one of the fastest-developing drinks in the country.

Turning to an organic method implied raised expenditures since organic elements are typically costlier in comparison to their traditional counterparts. However, it signifies that Inko’s, already a superior-quality item, since it utilizes an uncommon, silver-needle white tea instead of green tea or black tea, could be additionally expensive, even though the rates have slipped somewhat in the market. 

Andy Horrow, the principal marketing officer of Inko’s, states that this substantial price hike is inevitable. There are no alternatives. Still, the demand has not subsided. The conversion to organic elements is a condition that makes marketing tea bottles at 1.19 dollars utterly impossible. 

The marketing operations of Inko’s White Tea are handled by Wholesome Tea that is located in Willowbrook, Illinois. The Chief Executive Officer of the company is Kevin Kotecki who served for over 5 years as the Chief Executive Officer, Pabst Brewing. Earlier, he was also employed as the principal marketing officer of Tropicana and Mike’s Hard Lemonade. 

Wholesome Tea staff started communicating with Sandy Mays who was a collaborator with Wolf, DiMatteo + Associates, an organic consultancy. The goal was to aid them with the intricate ingredient adjustments as well as the organic accreditation procedure.

Mays, who supervises the accreditation and conformity operations, stated that sugars and organic tea are promptly available for tea makers who wish to convert. At the same time, fragrances might be somewhat tough to source. Inko’s aromas include strawberry, white peach, and honey lemon.

Mays stated that particular ingredients become expensive in the organic kind since previously there was not much demand. She further mentioned that at a time when expenses are slumping, organic colors and aromas are still more expensive in comparison to their traditional counterparts. 

After the organic conversion, Inko’s White Tea has upped rates from $1.69- $1.99 and $1.89-$2.09 per bottle.

To date, Inko’s White Tea has not looked for fair-trade credentials. It is one more stamp or hallmark that is displayed on the containers of their competitors such as Honest Tea to demonstrate that cultivators and suppliers have received fair remunerations.       

Andy Horrow feels that fair remuneration is good to have but not a must-have. Nonetheless, organic, according to him, has always been a necessity. For a considerable period, the marketing endeavors of Inko’s centered around the motto “100% natural.” However, dissimilar to organic, the United States government does not govern the expression “natural”.  

At the beginning of 2018, Inko’s shifted to fresh organic formulas and altered its stickers consequently. 

Horrow stated that he is convinced that utilizing organic elements will aid in Inko’s charm among people who turn the labels of tea bottles to check out whether they are organic or not. These customers are usually fastidious and turn the labels to become informed about the ingredients in items they purchase.           

Simultaneously, several customers search for aromatic beverages that come with a lower concentration of sugar and calories than the conventional counterparts. They don’t prefer non-natural components. They are aware of the multiple health advantages of tea like the presence of antioxidants. At the same time, functional beverages such as coconut water stay in demand like hotcakes. 

The senior drink expert for Euromonitor International, Howard Telford, stated that costlier brands essentially perform better when it is a question of the ready-to-serve beverage market (including tea). Brands such as Honest Tea have been remarkably successful by following this technique. The cluster of high-profile but limited brands is developing approximately thrice as quickly as the class altogether, according to Telford.

As quoted by Euromonitor International, in 2014, the sale of ready-to-serve beverages in the United States ascended to almost $5.32 billion. This is quite a leap from 2.18 billion dollars about 10 years ago. Unilever is the market leader in this group with brands like Brisk and Lipton. Besides, AriZona enjoys a market share of almost 25% with items such as 99¢ cans.  

In 2014, the revenue of Honest Tea crossed 130 million dollars. In the meantime, Inko’s White Tea earned around $2.5 million in the same year ahead of the organic conversion. As confirmed by Andy Horrow, the company experienced a revenue surge of 40%. Inko’s completed its first year of organic items in 2016 and he made a forecast of revenue of approximately $5 million.


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Kiara Dawson
Kiara Dawson comes from an Engineering background, with a specialization in Information Technology. She has a keen interest and expertise in Web Development, Data Analytics, and Research. She trusts in the process of growth through knowledge and hard work.

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