Entrepreneur Joe Kinch aimed to create a tea brand that would champion a shift in the category, behave as a lifestyle brand whilst injecting youthful desire into the established tea sector. In such a saturated market it was no easy challenge, but through its premium looking branding and packaging, which celebrates Joe’s London heritage, Joe's Tea Co. has seen sales soar.  In year one, sales objectives were exceeded by 83%; by 36% in year two and by 113% in year three. The brand secured 32 distributors including Harvey Nichols in its first year, and Joe’s Tea Co. now has 150 customers in the UK and is stocked in 16 countries worldwide. The brand has been pivotal in shifting the on-trade tea category to really compete with coffee and as testament to its branding, has been invited to partner with aspirational brands such as Cowshed and The Soho House Group.