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Coca-Cola recently discontinued the popular Honest Tea brand, prompting significant consumer outcry. As enthusiasts lament the loss, a trend toward alcoholic iced teas, including new offerings from Dunkin' and AriZona, gains momentum.
Coca-Cola discontinued the Honest Tea brand of iced tea, hitherto lauded for its premium organic offerings, towards the end of 2022. Acquired by the beverage giant in 2008, Honest Tea had established itself as a go-to choice for those seeking refreshing bottled teas and lemonades.
However, as of December 31, the brand's presence has been effectively eradicated from store shelves. Coca-Cola concentrated on its other brands, Gold Peak Tea and Peace Tea.
Coca-Cola justified the strategic shift by citing a need to align with consumer preferences for meticulously brewed teas with varying sweetness and flavor. Nonetheless, devoted Honest Tea aficionados continue expressing their disappointment while struggling to find their favored varieties during grocery shopping.
A disgruntled Honest Tea enthusiast commented on Twitter, stating, "Gold Peak fails to match the exceptional quality of Honest Tea." Another disappointed individual emphasized, "I seem to have missed the news on Honest Tea being discontinued. It was unequivocally the best tea brand."
With Honest Tea no longer available, a fascinating trend emerges in the realm of iced tea: the rise of alcoholic variations. As the latest rage in canned beverages, hard iced tea follows the successful hard seltzer trend that swept through 2020.
According to IWSR Drinks Market Analysis, the market experienced remarkable growth in hard tea product volume, recording a staggering 25.9 percent increase in 2021 compared to the previous year. Twisted Tea currently dominates this sector, claiming a substantial 90 percent market share. However, even alcohol-free brands are venturing into this burgeoning market.
In a subtle announcement, Dunkin' recently unveiled plans to introduce a new range of alcoholic iced teas and coffees, set to be available in grocery stores. While an official launch date remains undisclosed, the approval of product labels by the Alcohol and Tobacco Tax and Trade Bureau suggests an imminent debut.
On a parallel note, AriZona has already begun retailing a version of its iconic iced tea, further expanding the array of choices available to consumers.
It remains to be seen whether Coca-Cola will yield to the impassioned pleas of its loyal fan base and reconsider the discontinuation of Honest Tea. Until then, enthusiasts of the brand anxiously await its potential reappearance while the marketplace continues to evolve with the emergence of a spirited iced tea revolution.
Photo: Artem Beliaikin/Unsplash
