After fighting to exit the RTD tea game, AriZona Iced Tea co-founder John M. Ferolito is buying back in.
The beverage entrepreneur today announced the forthcoming launch of a line of organic green teas called Saint James Tea, available in 16.9 oz. Tetra Paks in four flavors: Original Green Tea, Blueberry & Raspberry Tea, Pineapple & Mango Tea and Passionfruit and Peach Tea. Named in honor of one of Ferolilto’s personal mentors, the drink is meant to “offer a healthy, great-tasting product that is beneficial for people and the planet,” he said in a release.
Saint James marks Ferolito’s return to the RTD tea category, after spending a couple decades building AriZona (alongside fellow co-founder Don Vultaggio) into a powerhouse national brand and the star of parent company Beverage Marketing USA’s portfolio. But his beverage experience extends into alcohol via a track record in beer through Hornell Brewing, and malt liquor with budget brands Crazy Horse and Midnight Dragon. His exit from AriZona and the subsequent battle over the sale of his 50% ownership stake, valued at around $1 billion, went on for years before the two parties reached a settlement.
Ferolito is joined at Saint James by several other notable names, starting with the brand’s new creative director, Jon Buscemi. The acclaimed footwear and luggage designer is involved with multiple CPG ventures, including Wolves Whiskey and truffle-infused hot sauce maker Truff, but Saint James Tea represents the right opportunity to realize a years-long ambition to get involved in RTD beverages, he said. As one of his first moves, Buscemi tapped multidisciplinary creative studio PLAYLAB, INC. to design the look of Saint James Tea, having done similar work for clients like Adidas and Louis Vuitton.
“From a trend standpoint, what Saint James is doing within the health and wellness space is exploding. It’s the perfect time to introduce an innovative brand like this to the market,” said Buscemi in a press release. “As a nation, we love these drinks, but they are always full of sugar. I’m involved because I love the way it tastes without any regrets.”
The company’s other partners bring additional credentials to the table: that includes Brenden Cohen, CEO of Bond Audio and D’Angelico Guitars, and Roy Warren, Jr., son of the late Roy Warren who created and helmed healthy CPG startups like Bravo Brands, Attitude Drinks and Gratitude Health. Sales veteran Andy Stallone, meanwhile, has come onboard to help manage the brand’s rollout in Florida.