Business And Leadership, Ireland's Business News Service

The brand story

Barry’s Tea was founded in Cork in 1901 by James J Barry, grandfather of the present chairman, Peter Barry. Initially, the company was run from the Barry’s Tea retail store on Bridge Street where tea was blended and sold. Ten years later, a second premises was opened on Princes Street — also home to the famous English market.

From the onset, the company emphasised quality, never compromising on its high standards — a philosophy that has endured ever since.

Until 1959, Barry’s Tea was only available from the store on Princes Street. The teas were mainly blended from India and Sri Lanka. But, in 1960, Peter Barry pioneered the concept of wholesaling quality tea and targeted East Africa as the source of these teas. There was a tremendous reaction to the new blends.

With a continued growth in sales, in 1967 the company made the decision to begin blending, packing and wholesaling teas from a bigger premises, separate to the shop.

At the start of the Seventies, a decade of spectacular sales growth began and further manufacturing capacity was required. The company moved to larger premises and acquired their first automated packing machine in 1972.

By 1980, Barry’s Tea was a national brand and the company moved to its headquarters on the Kinsale Road, where it remains to this day.

Today, Barry’s Tea is a leading tea company in Ireland and has become one of Ireland’s most-loved brands.

Products

The Barry’s Tea range includes: Gold Blend; Original Blend; Classic Blend; Decaf; Herbal: Peppermint & Camomile; Green Tea; Organic: Lemongrass, and Jasmine; Fruit: Very Berry, Lemon & Ginger and Cranberry & Orange.

The teas are ethically sourced from the best tea estates in the world, ensuring the perfect cup every time. Mainly sourced from the high-mountain tea estates in Africa, and from the Assam Valley of India, the teas guarantee the distinctive Barry’s taste the Irish have grown to know and love. Long-standing relationships with these premier tea gardens ensure all Barry’s Tea blends are sourced ethically and that premium prices are paid for the tea leaves.

Barry’s Tea blenders are experts in their field and have carefully passed their knowledge and expertise down through generations of tea blenders. Estates are visited regularly to sample many teas, testing their palates with new teas to add to the blends that Irish customers already enjoy.

Samples are also tasted daily by tea tasters in Cork, who then select the right blends to create the unique Barry’s Tea taste. Barry’s Tea blends are renowned for their rich golden colour, which instigated the tagline, ‘Every day should have its golden moments’.

Innovation

Barry’s Tea has always pioneered innovation in the tea market, starting in 1901 when James J Barry began blending his own teas. The brand has always catered for consumers’ current tastes and led trends in the tea industry.

As health became more of a priority in the Irish market, Barry’s Tea introduced herbal and green teas to satisfy this trend. A natural aid to hydration, the range has evolved to include a full Herbal, Fruit and Green Tea collection. Black and Green Tea are naturally laden with antioxidants, well documented for their healthy and invigorating virtues. Caffeine-free, the Fruit and Peppermint ranges are perfect choices for a healthier and more refreshing life, while Camomile is known for its relaxing and unwinding qualities.

 In 2009, Barry’s Tea will launch new additions to their speciality range which will include Rooibos; a growing trend in the international tea industry. Fresh packaging will renew the Speciality Teas for consumers and ensure its relevance in the ever-changing tea market.

Marketing and promotion

In 1986, Barry’s Tea launched its first TV advert, and so the slogan ‘Every day should have its golden moments’ was born. For many years, Barry’s Gold Blend TV advertising has drawn on the quietly sociable aspect of tea-drinking, presenting a variety of ‘golden moments’ that so often accompany Ireland’s favourite tea.

More recently, Barry’s Tea has teamed up with some of Ireland’s most talented creatives: fashion designer Simone Rocha; breakthrough band Codes; make-up artist Natalie Kinsella; and uber-talented photographer Andreas Pettersson. Each shared a ‘golden moment’ in their career, instantly making the tagline relevant to today’s tea drinkers.

Barry’s Tea has also embarked on the Barry’s ‘Tea With’ cultural series.

Teaming up with the most progressive Irish collectives, Barry’s Tea fans are invited to have ‘Tea With’ some of the most inspirational international talent. The series focuses on music, fashion and art, with leading innovators and trendsetters showcasing their work in a conversational, interactive way.

Tapping in to the already established fan club culture surrounding the brand, Barry’s Tea has created its own profile on Facebook. Fans can keep up to date on all activity and new brand developments, and meet other likeminded Barry’s Tea fans.

In 2009, Barry’s Tea will continue to reach consumers in its own imitable style, bringing the finest teas and new product developments to Irish people, both here and abroad.