) Teavana Holdings (
) is taking a page out of Yum Brands! (
) playbook to move into the global nitration tea market to grow
SBUX's 21% of international operating income.
[caption id="attachment_62979" align="alignright" width="220"
caption="Starbucks in Seoul, South Korea"]
Tea is the second most popular beverage consumed in the world
and SBUX sees it's not all about coffee but rather tea in Asia, and
Middle East and Latina America.
The move is part of the Mr. Schultz's, CEO to broad the
company's revenue focus from coffee to several sustainable
revenue streams. Since 2008 SBUX has moved into the instant coffee,
juice and even energy drink markets. This past summer enter
the single serve market with its own single coffee brewer called
Verismo. Yesterday's announcement $620 million
purchase of Teavana is a clear move the coffee retail is serious
about moving into emerging markets and Asia tea consuming countries
after removing the word "coffee" from the Starbucks logo last