We’re on a simple mission to make the world confidently different. Our ambition is to popularize a new beverage category, that of alcoholic tea. In order to do so, we’re constantly looking for new business partners that share our love for innovation and tea.

We strongly believe that NOVELTEA fits perfectly within the emerging scene of experiential drinking and dining. This emerging trend is adding lots of opportunities for innovative businesses that value their customers and strive to offer a different experience. We want to help you make the most of it by offering advice and training on how to make your business focused on the customer’s experience.



Vincent Efferoth, originally from Leverkusen, Germany and proud Geordie by Choice, is the Co-Founder and Managing Director of NOVELTEA. After cumulating over three years of experience in the pharmaceutical industry he went on pursuing his entrepreneurial calling.

Vincent’s passion for the British culture, craft drinks and quirky mixes determined him to focus on innovating the spirits industry. His masters, followed by the Rise Up Foundership acted as catalysts for NOVELTEA, the world’s first premium alcoholic tea blends.

Vincent Efferoth [email protected]

Lukas Passia, originally from Remscheid, Germany and proud Geordie by Choice, is the Co-Founder and Managing Director of NOVELTEA. After gaining 4 years of management experience in the retail and textile industry, he pursued his entrepreneurship calling.

The intercultural experience gained while studying in Singapore, the US and the UK, added to his interest in global business, determined him to focus on brand internationalization, working on ambitious projects in China and Eastern Europe.

Lukas Passia [email protected]



Point of Sale Material

Sampling Sessions

Staff Training

Pop-Up Bars



“NOVELTEA presents a versatile and unusual option for customers looking to enjoy a different tasting experience. There are many ways to serve NOVELTEA and we are looking forward to offering this brand to our customers”

Rachel Costello 

Buyer, John Lewis Gift Food & Alcohol

“This is a fun brand that wakes up the boring alcohol sector. I can see this being a long-term worldwide success. Plus, the founders are characters! Great idea, boys”

Richard Horwell

Founder, Brand Relations & Speciality Food Magazine Judge

 “With so much choice available, it’s so important that I can offer our customers products that are truly innovative, fresh and exciting. With strong shelf presence, a competitive price and outstanding point of sale, NOVELTEA ticks all the boxes and it’s repeat rate shows customers really believe in the taste too.”

Liam S,

Buyer, Castle Howard Alcohol & Beverages



Email our Director of Business Development

[email protected]