Online sales double for Suki Tea Makers during pandemic crisis

Suki Tea Makers, the specialist organic tea blender in Belfast, has seen internet sales to the UK, Ireland and global markets double during the current coronavirus pandemic, according to Oscar Woolley, the company’s joint founder and managing director.
Oscar Suki of Suki Tea Makers in Belfast has seen internet sales double during the pandemicOscar Suki of Suki Tea Makers in Belfast has seen internet sales double during the pandemic
Oscar Suki of Suki Tea Makers in Belfast has seen internet sales double during the pandemic

Suki Tea Makers, the specialist organic tea blender in Belfast, has seen internet sales to the UK, Ireland and global markets double during the current coronavirus pandemic, according to Oscar Woolley, the company’s joint founder and managing director.

As a result of this impressive growth, the export-focused enterprise, which is based at Twin Spires in Belfast, is now sourcing 40 percent of its sales from customers online.

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“Our decision to invest in e-commerce technology dates back over a decade and has proved to be a very wise move,” says Oscar, who founded Suki with

business partner Anne Irwin in 2005.

The loose-leaf tea business, which has won a string of UK Great Taste and other awards for quality and innovation, was a pioneer of internet sales in the local food and drink industry. Oscar and Anne started the enterprise at the start of the digital revolution and spotted an opportunity initially to embrace it as a marketing tool ideally suited to a small and ambitious business with limited resources. Social media channels such as Instagram, Twitter and Blog posts are now central to Suki’s approach to business.

“Sales grew steadily over the years to reach around 20 percent of business before the pandemic outbreak in April and subsequent lockdowns which closed our regular customers in restaurants, cafes and hotels in many of our most important markets,” Oscar adds.

The hospitality sector had developed into a significant part of Suki’s successful business. “Much of our business in the early days of internet selling came from individual tea lovers,” he continues.

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“We’ve seen this customer base grow substantially during the lockdown and current circuit break.

“More people, especially younger consumers, than ever before are clearly now ordering their favourite foods from suppliers they know and trust online. It’s a very convenient way to do business here, in Great Britain and further afield. And all the experts expect to continue to grow strongly,” explains Oscar. “We also continue, of course, to value immensely the support we receive from delis and independent grocers.”

The social media campaign, he continues, also supported the company’s retail clients in delis, farm shops and independent grocers by increasing awareness in these markets. In addition to these markets, Suki now exports loose-leaf to Europe, the Middle East and Japan.

The company, which began its business journey trading from a small stall in the iconic St George’s Market in Belfast, has also long been keen on collaborating with local producers including artisans such as Co Couture, the premium chocolate enterprise owned by Deirdre McCanny, which is also based in the city. This linkup led to a novel flavoured chocolate.

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Suki’s most recent collaboration is with the historic Bushmills Irish Whiskey in the creation of a limited edition tea using its multi-award winning Black Bush blend.

The latest initiative in this developing relationship is a loose-leaf black tea in pyramid bags produced in an attractively branded caddy tin for storage.

Oscar continues: “We are proud to working with The Old Bushmills Distillery, the world’s oldest licensed whiskey distillery and an internationally respected producer, to create a unique, hand blended Black Bush inspired tea blend.

“Taking influence from the rich, smooth notes of Black Bush, we’ve created a blend busting with aromatic, warm spices and a finishing flavour of sweet, dried fruit, mirroring the big robust flavours and velvety smooth character of Black Bush,” he says.

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The highly original blend, which doesn’t contain any whiskey, is made from the Rooibos plant already used by Suki in many of its most popular infusions. “It’s a complex Black tea with a woody, spicy aroma and distinctive taste,” he adds.

Suki Tea had previously taken part in the successful Black Bush Stories campaign which celebrated artisan innovators across a range of craft industries on the island of Ireland.

Oscar explains “There’s a huge link between the tea and alcohol industries, which makes the collaboration with Bushmills Irish Whiskey the perfect fit for us. There’s a real synergy between the arts of blending whiskey and tea.” 

A passion for tea and a longstanding thirst for innovation has made Oscar and Anne leading food and drink sector entrepreneurs here.

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The multi-award winning loose-leaf tea blender is also investing in sustainability by eliminating plastic packaging in its wide range of teas as part of a longstanding commitment to preserving our precious environment.

The company’s tea pyramids in the Black Bush caddies, for instance, are made from paper, yarn and a special material called Soilon, meaning unlike some traditional teabags, the teabags are completely natural and plastic-free.

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