BEARING AWAY THE BELL

Mark Hamilton

The Bell Tea & Coffee Company has a new name—BrewGroup. With coffee sales exceeding tea, the business needed to move into a new phase that could better represent it to its customers. While tea is still an essential part of the overall offering, the rebrand is set to reflect a broader focus and align the company with its future growth opportunities. BrewGroup will remain 100 percent NZ-owned, and there will be no brand changes to its portfolio of 11 brands, including Jed’s, Hummingbird and of course Bell.