From Beer to Tea - Building a Brand from Scratch

Beer and tea. While they are both among the most consumed beverages in the world - tea beats beer for the number one spot (if you don't count water) - it's not a combination that normally springs to mind.

Filip Carlberg successfully combines his extensive marketing experience from the beer industry with his passion for a start-up in the tea industry.

What really inspired Filip to get involved in the tea space and bring all his drive and enthusiasm to it was the formation of a promising partnership with BRU founder and CEO Bogdan Krinitchko. Filip is now co-founder and CMO of BRU and is on a mission to make BRU the gold standard in the tea space.

What is it like to go from established brands in the alcohol industry to an innovative start-up in the tea space?

"One of the things I love about building BRU as a brand is that we bring innovation to the market and challenge habits that have remained the same for decades - a very exciting and invigorating experience. Like a good cup of tea! Interest and knowledge about tea is growing, more and more people want to make healthy choices while experiencing premium quality. I feel driven to create an offering that provides a perfect tea experience for our customers. In addition, the work we do constantly challenges me to get out of my comfort zone, which is exhausting but incredibly rewarding."

When Filip worked with larger companies, he was certainly able to draw on bigger budgets and more collective experience, but one of the great things about being part of a start-up is that it pushes him to be more creative. "Because we are still small, we can be flexible. We have developed many innovative solutions that will help our business launch sales in 2023 and grow beyond."

Building a great team is crucial in any start-up. Filip is building a team with individuals and companies to establish BRU in the market. "We have a fantastic team and together we can achieve a lot. We have chosen to manage most of our marketing activities ourselves instead of working with agencies. This brings us closer to our customers and we believe it is crucial to keep this knowledge in-house."

Would Filip go back to working for an already established brand and avoid all the hassle of building a new brand?

"With BRU I can bring my experience to create something that reflects the attributes I want to see in a premium brand - quality, consistency, comfort, innovation, transparency and sustainability - I love it!"

But how does Filip know that the world needs BRU and its innovative tea maker, the BRU Maker One?

"There is no product on the market today that offers the convenience of a capsule machine with the quality of a traditionally brewed tea. The BRU tea machine allows tea drinkers to perfectly prepare any tea imaginable, whether it's mate or chai, fruit or herbal tea, green, black or even iced tea or even homemade tea blends according to your own recipe! Every cup will be perfect, and traditionally loose without capsules and the associated waste.

We often hear from our customers that we have helped them drink more tea, and that is exactly why we are here."

Bring it on!

You can contact Filip at: fc@bru-tea.com