Alcoholic tea entrepreneurs to feature on Dragons’ Den

By Noli Dinkovski contact

- Last updated on GMT

Noveltea co-founders Lukas Passia (left) and Vincent Efferoth will appear on Sunday’s show
Noveltea co-founders Lukas Passia (left) and Vincent Efferoth will appear on Sunday’s show
The makers of a novel tea and alcohol infusion drink are to feature on the next episode of Dragons’ Den, which airs on Sunday (4 November).

Noveltea creators Vincent Efferoth and Lukas Passia will present their cold-brewed tea, matched with gin, rum or whisky, to the four Dragons on the BBC Two show.

The self-proclaimed ‘Geordie by choice’ entrepreneurs will be given three minutes to pitch for investment, followed by a question and answer session.

If successful, Efferoth and Passia must decide whether any offers made to them are acceptable and in the best interests of their company.

Earl Grey and gin

Noveltea currently makes three products – Earl Grey and gin (The Tale of Earl Grey), Moroccan green mint tea and white rum (The Tale of Tangier), and the recently launched Chinese oolong tea and Scotch whisky (The Tale of Oolon).

Stocked in 150 stores across the UK, all three have an ABV of 11% and can be drunk hot or cold. They are also are vegan, gluten-free and free from any artificial colours.

The company was ranked as one of the top new businesses in the UK by the Startups 100 2018 index, and it was an Innovation Award Winner at trade show SIAL, which took place in Paris in October.

Efferoth and Passia have managed to raise more than £500,000 in crowdfunding in just two years. Revenue for the company grew by 320% in the past 12 months.

Plans for export

Currently exporting to China, Hong Kong and Germany, the duo have plans to develop further markets in France, Switzerland, Austria, Japan, Singapore, the US and Australia.

They will encounter Dragons Deborah Meaden, Peter Jones, Jenny Campbell, Tej Lalvani and Touker Suleyman on Sunday’s show.

Meanwhile, a vegan ice cream maker who won financial backing in a September episode of Dragons’ Den​ went on to turn down the offer.

Cecily Mills, founder of dairy-free ice cream brand Coconuts Naturally originally accepted an offer of £75,000 for 30% of her business from Campbell.

The three ‘Tales’

The Tale of Earl Grey​ – Earl Grey tea infused with juniper and British gin.

The Tale of Tangier​ – An infusion of Moroccan green mint tea with sp­­earmint, dried lemongrass, dried apple, blackberry leaves and Caribbean rum.

The Tale of Oolong​ – Oolong tea infused with Scotch whisky.

Each have a RRP of £9.95 for 250ml and £24.95 for 700ml.

Related topics: NPD, Drinks

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