Althaus shows confidence in region
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24-08-2010 Tea company Athaus has launched in the Middle East, in conjunction with its exclusive distribution partner for the region, La Marquise International. |
Althaus managing partner and renowned tea master Ralf Janecki said: "We are launching now in the Middle East region, and we are always strong in tea drinking countries." An official pre-launch event was held last month at Dubai's Villa Rotana Hotel, where guests were treated to a variety of tea products as well as demonstrations of how to make the perfect cuppa. The company, which offers a range of tea flavours from traditional Darjeeling to fruity varieties such as Strawberry Cream, is striving to make tea-drinking more modern. "We are doing a whole variety of tea — we want to make all the flavours equal and make tea drinking more simple and easy, make it a part of the modern lifestyle," Janecki explained. Despite the large number of tea drinkers around the globe, Janecki said skill and effort would be required to build up business in the region. "If you look into market shares, tea consumption has been constant for the last 10 or 20 years. So the share of mind is growing but the share of market is not," he said. In terms of positioning, Althaus has geared itself towards the premium sector, but Janecki insisted that pricing would nevertheless be reasonable. "If you compare us with the big brands which you can find in the supermarket, we are easily much more expensive; but we see ourselves as a quality leader, not price leader. So we are trying to give value for money," he reasoned. |
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