Backed by an Oscar-winning actor and one of most country’s most prestigious culinary organizations, organic sparkling tea line Enroot has enjoyed plenty of pre-launch buzz prior to its formal debut online and in stores on Thursday.
The Los Angeles-based brand, originally scheduled to debut last March, is entering select retailers in Southern California (including Erehwon) in five function-forward SKUs, each with 25 calories per 12 oz. glass bottle: Relax (Strawberry Lavender Rosemary Tulsi), Reenergize (Mango Turmeric Ginger Guayusa), Revitalize (Raspberry Mint White Peony Tea), Rejuvenate (Peach Hibiscus Jasmine Green Tea) and Revive (Apple Lemon Cayenne Yerba Mate). The unsweetened line will also be sold online at drinkenroot.com at $24.99 per 6-pack.
Enroot is one of several emerging names, along with the likes of Sound and Minna, seeking to cultivate a premium sparkling segment within the $4 billion-plus RTD tea category. Inspired by the recipes and ingredients from her native Philippines, co-founder Cristina Patwa said the brand’s ethos of “Food, Family and Farms” are the shared values that are fueling the “culinary wellness experience.” However, it also has one major advantage in that area: the support of national culinary non-profit the James Beard Foundation, which helped develop the product name, recipes and branding with chefs from its Impact programs.
“As chefs, entrepreneurs, advocates and parents, many of us were simply craving something delightfully refreshing to enjoy to promote self-care, seeking a healthier beverage alternative, looking to lower our calorie and sugar intake, searching for clean and smooth caffeine alternatives, or experimenting with non-alcoholic beverages,” said Patwa in an email to BevNET. “So, after embarking on a lengthy discovery process from leaf-to-bottle, trying hundreds of tea varietals, fruits, roots, botanicals and brewing methods, we crafted this slow 20-hour cold brew ritual, which extracts a smooth, rich flavor without the bitterness and astringency often associated with teas.”
Enroot’s relationship with the Foundation will continue post-launch: the brand is a Sustaining Partner of the organization and was recently invited to meet with 200 female chefs to hear about challenges they face in the food industry.
“We are proud of our partnership with Enroot, and our shared values of advancing women and creating a world that is more delicious, diverse and sustainable,” said Clare Reichenbach, CEO of the James Beard Foundation, in a statement. “We remain committed to providing women with the tools they need to create the life they want and build back stronger than ever before.”
That work was cited specifically by one of the other members of Enroot’s three-person founding team — Academy Award winning actor and film producer Brad Pitt — as one of the motivations behind the partnership. Pitt has a track record as a beverage entrepreneur: he is currently a co-owner, alongside former partner Angelina Jolie, of Château Miraval, a rosé wine producer based in Provence, France.
“As admirers of the Foundation’s advocacy work, we collectively wanted to create a brand that is rooted in good flavor and intent– particularly by having a strong connection to our health, the earth and each other now more than ever,” said Pitt in a statement.