Lipton is the largest tea brand in the world. It not only represents a tea expert, but also symbolizes an international, fashionable and urbanized life. 100 years, Lipton has always maintained the excellent quality and aroma handed down from generation to generation.
Thomas Lipton, 1850 was born in a poor family in Glasgow and was the founder of this brand. On one occasion, Lipton, who was traveling, came to Ceylon, a famous black tea producing area. Ceylon black tea is a favorite drink of British people, but only the upper class can enjoy it because of its high price. Lipton is keenly aware that if black tea can be introduced into people's daily life, it will certainly become a good business.
1890 Lipton black tea was officially launched in Britain. His advertising slogan is "From the tea garden to the teapot".
From 65438 to 0892, Lipton started the globalization movement, first set up a factory in the United States, and then set up a branch in India to enter the Far East market. 1898, Lipton was knighted by the Queen of England and won the reputation of "the king of black tea in the world".
1972, that is, 80 years after the old Lipton began to expand Lipton's brand to the whole world, Lipton's history took a turning point, and Unilever, the world's most famous personal consumer goods group, acquired Lipton's entire brand. From then on, Lipton boarded the global ship Unilever and began a more powerful expansion in Zhang Zhilu.
Combining the marketing experience of Lipton and Unilever, Lipton tea products have been sold to 1 10 countries and regions all over the world. In terms of popularity and sales volume, Lipton is the largest tea brand in the world, at least twice as high as the second largest brand. At the same time, Lipton is now the third largest non-alcoholic beverage selected by consumers around the world, second only to Coca-Cola and Pepsi.
From 65438 to 0992, Lipton entered China, the country with the longest history and the largest number of tea drinkers in the world. Only five years later, Lipton won the first place in tea bag sales and the first place in market share in a series of surveys in China Baijia Mall.
While black tea bags are well received by consumers, Lipton has also introduced brand-new tea bags such as green tea bags and jasmine tea bags that meet the tastes of consumers in China. In 2004, it launched a series of instant teas including milk tea and lemon tea. In 2005, the series of bagged herbal tea was launched.
Lipton owns and runs his own tea garden in East Africa. Lipton Tea Garden is located in Kenya and Tanzania. Our main industries are located in Kericho, Kenya and the west side of the Great Rift Valley in East Africa. Located in the high altitude area near the equator, the temperature, sunshine and rainfall here are ideal places to produce high-quality tea. Lipton uses its tea all the year round. We manage our industry according to the principle of sustainable agriculture plan. It's 200,000 tons. There is a 1 1 factory in the manor to ensure that the newly picked tea leaves are processed within two hours after picking.
In our tea garden, nearly 25,000 workers are employed. We provide them and 65,438+000,000 family members (workers' families) with free housing. The company has established primary schools, nurseries and pure water supply, as well as two hospitals and four health centers and other employee welfare services, including AIDS programs, including education, prevention and care, and won the Enterprise Excellence Award from the Global Enterprise Federation in 2006. We have protected 65,438+03,500 hectares of natural forests, wetlands and grasslands, and continue to plant more native trees (260,000 trees were planted in six years, and 320,000 trees were donated to local communities). As far as Caregio is concerned, 98% of the energy demand comes from four hydropower stations and renewable fuelwood for factory boilers. We are also actively committed to community building. For example, we now sponsor 50 local students to go to college.
Brand purpose
Lipton conveys its purpose to the world with its bright yellow light, vitality and natural beauty.
sustainable development
We are committed to finding our own tea in a sustainable way. As a company with 100 years of experience, we know the importance of sustainable development.
This is a theory of respect, looking at the problem from a long-term perspective, so that tea can continue to grow and harvest for future generations to enjoy. At the same time, as the largest tea brand in the world, we realize that the sustainable development of the whole social environment and economy cannot be realized overnight; Considering the scope of this goal, we must move forward step by step.