Oprah Chai served at 20,000 locations in the US.
By Deepak Chitnis
WASHINGTON, DC: Billionaire talk show tycoon Oprah Winfrey has partnered up with Teavana to launch her very own line of chai.
Teavana Oprah Chai went on sale Tuesday, available at all Teavana and Starbucks retailers across the nation. Starbucks, which purchased Teavana in 2012 for $620 million, operates close to 19,000 locations in the US, while Teavana – a boutique tea outlet that has franchises in malls around the country – has about 1,000 stores, making the new chai line available to just about anyone who wants it.
Starbucks called the launch of Teavana Oprah Chai “momentous,” with chairman/president/CEO Howard Schultz saying “This distinctive and remarkable tea developed personally by Oprah Winfrey, someone whom I admire and that shares so many of our core values and beliefs, will help introduce even more customers to the ritual and comfort of a great cup of tea.”
Oprah was apparently inspired to create her own line of tea during a visit to Mumbai in 2012. An avid tea drinker throughout her life, it was only when she finally went to India two years ago that she was served real Indian chai, at which point she immediately fell in love with its flavor and aroma. Now, Oprah is hoping to bring that same experience to the American market.
“For years I have been steeping my own tea as part of my morning ritual, and I am very excited that starting today, Teavana Oprah Chai is available in Starbucks and Teavana stores across the country,” said Oprah, in a statement. “This new partnership came from an organic space as the mission of our two companies are naturally aligned – we both want to inspire and nurture the human spirit.”
Oprah and Starbucks also announced that a portion of the sales would go to youth organizations, as well. Girls Inc., a US-based organization that works to empower girls between the ages of 6 and 18, announced that they will be one of the recipients of Teavana Oprah Chai’s proceeds.
“[We are] honored to be chosen by Oprah Winfrey and Starbucks as a partner in advancing opportunities for girls to discover their unique talents and strengths and realize a brighter future,” said Girls Inc. president and CEO Judy Vredenburgh. “We are committed to promoting the ability of all girls to achieve academic success and higher education, and we are thankful for Oprah’s and Starbucks’ leadership in supporting our mission.”
That’s all fine and well, of course, but the question still remains: is the chai itself actually any good? That’s just something tea aficionados are going to have to decide for themselves.