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Teavana Celebrates National Hot Tea Month by Honoring 4,000 Years of Chinese Tea Tradition with a Limited-time Offering of



  Teavana Celebrates National Hot Tea Month by Honoring 4,000 Years of Chinese
  Tea Tradition with a Limited-time Offering of Golden Dragon Yellow Tea

     New survey finds 42 percent of Americans plan to increase their tea
                             consumption in 2014

Business Wire

ATLANTA -- January 8, 2014

In celebration of National Hot Tea Month, Teavana today announced a
limited-time offering of Golden Dragon Yellow Tea, Teavana’s first yellow tea,
an exquisite tea long prized in China for its limited harvest season and
artisanal crafting process, available beginning January 13.

Teavana also released survey findings that more than a third of Americans
increased their tea consumption in 2013, and more than 42 percent of Americans
plan to do so in 2014. According to the survey, young people lead the rapidly
growing interest in tea among Americans, who are most likely to prefer a green
tea over other types of tea.

Special Edition Golden Dragon Yellow Tea

Golden Dragon Yellow Tea marks Teavana’s first yellow tea offering and is
celebrated as one of the rarest types of tea. “This unique tea offers
captivating high floral notes that mingle with a smooth honeyed body and a
subtle creamy, buttery finish,” said Naoko Tsunoda, director of tea
development and tea authority, Teavana. “Yellow tea has long been prized in
China for its limited harvest season and artisanal crafting process. The name
‘yellow’ tea refers to the unique processing and slow roasting of the tea
leaves that produces a lovely, bright golden infusion color, but the rarity of
yellow tea has also associated it with the imperial yellow worn exclusively by
emperors for centuries.”

Golden Dragon Yellow Tea will be available for only a limited time at Teavana
retail and Teavana Fine Teas + Tea Bar stores beginning on Jan. 13 for the
suggested retail price of $29.98 per 2 ounces. Customers who purchase at least
2 ounces of Golden Dragon Yellow Tea will receive a commemorative Golden
Dragon Tin, while supplies last.

Survey: Tea Habits of Americans

A recent survey by Teavana found that many Americans (34 percent) increased
the amount of tea they drank in 2013, and even more (42 percent) plan on
drinking more tea in 2014*. Young people make up tea's fastest-growing group
of enthusiasts, as half of those under 34 drank more tea in 2013 than they did
in the year before, and those under 34 are also more likely to drink more tea
in 2014. When it comes to selecting tea varieties, Americans are most likely
to choose a green tea (40 percent), followed by a black tea (22 percent) and
herbal tea (19 percent).

About Teavana

Founded in 1997, Teavana offers new tea enthusiasts and tea connoisseurs alike
its "Heaven of Tea" retail experience where passionate and knowledgeable
"Teaologists" engage and educate them about the ritual and enjoyment of tea.
The company's mission is to establish Teavana as the most recognized and
respected brand in the tea industry by expanding the culture of tea across the
world. For more information, visit www.teavana.com.

* Teavana 2013 omnibus survey, national survey of 1,019 men and women 18+,
Dec. 16-18, 2013

Contact:

Teavana
Kristin Wooten, 404-460-9651
marketing@teavana.com
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