Brook37 The Atelier, a woman-owned premium tea brand headquartered in Princeton, N.J., has secured shelf space across all 54 Costco warehouse locations in Texas, the company said Thursday — its first major retail partnership and the broadest single-market launch in the brand's history.
The rollout positions Brook37 alongside established beverage brands inside the warehouse channel, which has become an increasingly competitive arena for premium non-alcoholic drinks. Texas represents one of Costco's densest warehouse footprints in the United States, giving Brook37 immediate access to the club retailer's high-volume, bulk-purchasing membership base at a moment when demand for better-for-you beverages continues to outpace overall category growth.
Brook37 differentiates its product on supply-chain transparency, sourcing tea directly from farms and subjecting each lot to heavy-metal testing — a compliance credential that has gained traction among health-conscious consumers and retail buyers scrutinising ingredient provenance. The brand's entry into warehouse retail signals a strategic pivot from specialty and direct-to-consumer channels toward mass-market scale, a transition that analysts note carries both volume upside and margin pressure as promotional pricing expectations inside the club format are significantly higher than in conventional grocery. For more on how premium beverage brands are navigating the shift to big-box retail, see our analysis of emerging non-alcoholic beverage trends and the rise of farm-to-shelf sourcing claims in retail.
The Texas launch coincides with the state's peak iced-tea consumption window, running roughly from late May through August, a seasonal timing the company characterised as deliberate. No financial terms of the Costco arrangement were disclosed, and Brook37 did not provide revenue guidance or volume projections tied to the rollout.
The debut marks a notable milestone for a woman-owned brand navigating a retail landscape where buyer consolidation has raised the barrier to entry for independent beverage operators. Coverage of the brand's mission and product philosophy has previously appeared in Food & Beverage Magazine, which highlighted clean-label tea as one of the fastest-growing sub-segments in the broader hot- and cold-beverage market.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
