BeSpring, a new iced tea brand, is set to launch with a bid to shake up the category.
BeSpring’s drinks are made using water sourced from Loch Katrine in the Scottish Highlands and “brewed with real tea and natural fruit to deliver a crisp, refreshing taste without the excess”.
Initially, cans in Apple with Hibiscus and Raspberry Black Tea have launched via DTC and will ship in September (rsp: £24/12x330ml). Each can contains fewer than 50 calories and no added sugar.
The brand is the brainchild of ex-Diageo executive Oscar Grieve and his brother Luke, a former graduate trainee at Coca-Cola Europacific Partners.
It takes inspiration from the Isle of Mull, the rural island off the west coast of Scotland where the two brothers grew up.
“Winters were tough on Mull, dark, windy, hostile – and the best time of the year was spring, when the sun came out,” Oscar said. “This is why we named our brand BeSpring.”
“We are bringing our Scottish upbringing from the Isle of Mull straight to the consumer through a clean, wonderful-tasting product,” he continued. ”Our ambition is to bring the clean and spacious feeling that customers experience when they think about Scotland.
“We are also tapping into the tidal wave of consumers who are not interested in added sugar, alcohol or artificial ingredients.”
Initially, the brand will focus on a targeted rollout at events in the UK, having secured fridge space at the PGA Tour, The British Master Golf and Murrayfield Stadium for its initial run of 6,000 cans.
“By the time we enter retail, we want to arrive with momentum rather than simply occupying shelf space,” Oscar said. “We’re excited by the possibility of working with one of the UK’s big four retailers in an exclusive capacity, giving them the opportunity to introduce an entirely new segment of sparkling iced tea.
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