High Time for Tea in America

A beverage war is brewing, thanks in part to the Republic of Tea. The company's message is about "slowing down," but its sales are heating up

In a coffee society like the U.S., how do you turn people on to tea? If you're specialty tea outfit Republic of Tea, the answer is: sip by sip. "Our purpose is to get people to slow down their lives," says Ron Rubin, the company's chief executive and self-proclaimed Minister of Tea. "Our message is about lifestyle, health, and well-being. Coffee is all about speeding up, and tea is about slowing down."

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