Honest Tea builds a masterbrand that extends across categories

Honest Tea, the beverage manufacturer, is seeking to build its masterbrand as it extends into new categories and targets different consumer groups.

Honest Tea is extending its ambitions beyond the drink that’s embedded in its name by targeting a wide range of different categories and shoppers.

Devon Gunn, PR/Communications Lead, Honest Tea

And the beverage company – founded in 1998 in Bethesda, Maryland, and purchased by Coca-Cola in stages between 2008 and 2011 – is putting a “trademark approach”, perhaps better known as a , at the heart of its efforts to break any associations with a single product and industry.

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