Honest Tea builds a masterbrand that extends across categories

Stephen Whiteside

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

Brand extensions
Brand models, architecture
Carbonated soft drinks
Fruit & vegetable juices
Hot drinks
Brand management
United States
Strategy

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,...

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