Jacqui Wales wanted to build a brand that was about more than tea, a brand that was about nourishing yourself, and having the energy to see the joy in everyday.
What is your company background, how did you start the business?
“Libertine Blends was founded 2014 when Jacqui Wales began blending organic herbs into delicious infusions. Her vision was to build a business and create a brand that was about more than tea, it was about nourishment. The guiding principles from day one have been that Libertine Blends teas make our customers feel great and also taste delicious. We have created a range of teas to share with family, enjoy in cafes and gift to friends.”
What is the current product range and variants and how do these products stand out in the market?
“Our blends are all organic, we blend a range of native NZ and traditional herbs.
We offer four blends for retail and café:
- Kapow - bold and warming: kawakawa, lemongrass, cardamon, chilli. Caffeine free
- Rock Ohm - calming and cleansing: mint, manuka, lemon balm, rosemary. Caffeine free
- Runaway Rose - delicate and nourishing: elderflower, rose, lavender, vanilla. Caffeine free
- Lightning Green - uplifting and energising: green sencha and gingko. Light caffeine.
And offer an additional 2 blends for just cafe
- Roxy Black – A bright and brisk breakfast blend of Assam tea. Rich flavour and coppery colour. Full caffeine.
- Luxe Grey – A premium Earl Grey. Sri Lankan black tea blended with uplifting bergamot. Full caffeine.
Our blends contain no sweeteners or flavourings. Portioned into commercially compostable tea temples made of corn starch, they make enjoying a great cup of tea simple and easy amongst the bustle of a busy life.”
Has there been any recent company news?
“This November we launched our Minis. Messages of wellbeing and joy are printed on luxe cards with gold foil, they include a single tea temple. They are delightful for single serve needs in catering, hotel and hospitality.”
What are the plans for the business moving forward, is there any expansion on the horizon?
“We are excited to bring our delicious teas into more retailers and cafes to show how delicious tea can be. Libertine will continue to develop blends and look forward to releasing special editions and collaborations in 2018. After being part of the Asia NZ Initiative, we are also exploring export opportunities in Malaysia and further afield.”
Where are your products currently available to buy, and are you looking at or wanting to expand your availability? If so, where would you like to see the product situated?
“Over 3 years we’ve built up 60+ stockists, from large grocery to delis, cafes, gift stores, yoga studios and spas. We’ve approached the artisan and deli space with a lot of success due to our beautiful product and packaging. In the last year sales to cafes have doubled introducing Breakfast and Earl Grey blends, as well as inspiring our stockists to serve cold brew tea.”