From beer to tea-building a brand from scratch

Beer and tea. True, they are both among the most drunk drinks in the world-tea beats beer at number one (if you don't count water)-but it's not a combination that usually comes 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 sector and to bring all his drive and enthusiasm with him was the emergence of a promising partnership with BRU founder and CEO Bogdan Krinitchko. Filip is now a co-founder and CMO of BRU and is committed to making BRU the gold standard in the tea sector.

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

"One of the things I love about building BRU as a brand is that we're bringing innovation to market and questioning habits that have stayed 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 bigger companies, he could certainly draw on bigger budgets and more collective experience, but one of the great things about being part of a start-up is that it drives him to more creativity. "Since we are still small, we can be flexible. We have developed many innovative solutions that will help our business to 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 chose to manage most of our marketing activities ourselves instead of working with agencies. That brings us closer to our customers and we think it's crucial to keep that knowledge in the company."

Would Filip return to work 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 comfort of a capsule machine with the quality of a traditionally brewed tea. The BRU tea machine enables tea drinkers to prepare every imaginable tea perfectly, whether mate or chai, fruit or herbal tea, green, black or even ice tea or homemade tea mixtures according to their own recipe! Each cup will be perfect, and traditionally loose without capsules and the associated rubbish.

We often hear from our customers that we helped them drink more tea, and that's exactly why we're here."

Bring it on!

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