Spotlight | Progressing Toward Premiumization

Jason Adams first noticed the overall shift toward premiumization as a retail manager at Teavana in Atlanta, Georgia. The Lenox Square Mall location, across from the original Elephant Tea Co., inspired a retail venture with an impressive turnover of $200 million, employing 5,000 people at more than 300 US, Canada, and Mexico stores. “My retail experience gave me perhaps the most impactful perspective on actual tea customers,” he says, “Connecting face-to-face was invaluable.” Jason retained his zeal for specialty tea as head of global tea after Starbucks acquired Teavana and now at Wollenhaupt, a legendary German tea supplier founded in 1881.

Jason, the new CEO at Wollenhaupt Tea North America, shares his insights on specialization in achieving retail excellence. He also comments on consumer trends, including the ongoing matcha craze, and emphasizes the importance of service in sourcing quality teas.

BIO: Jason Adams began his career in tea as a teaologist and later a store and category manager at Teavana in Atlanta, Georgia. Founder Andy Mack recognized him with the Spirit of Teavana Award in 2013. When Starbucks acquired the pioneering specialty chain, Jason moved to Seattle, where he worked in brand management and sourcing. In 2022, he was named senior manager of global tea, responsible for sourcing and developing tea-based beverages across the company’s international network. Jason joined Wollenhaupt as North American CEO in September 2024.

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