Brook37 The Atelier, a woman-owned premium tea brand positioned around supply-chain transparency and clean-label credentials, has secured placement in all 54 Costco warehouse locations across Texas — the brand's first major retail partnership and its broadest distribution footprint to date. The launch is timed to coincide with peak iced-tea season in the state, a high-volume period for both retail consumers and foodservice operators sourcing bulk beverage ingredients.
For operators running high-throughput beverage programs — from fast-casual chains to hotel banquet kitchens — warehouse club availability of a premium, traceable tea line represents a practical procurement channel. Brook37's positioning on direct-farm sourcing and heavy-metal testing aligns with the growing operator demand for clean-label, documented-supply-chain ingredients, a trend increasingly shaping beverage program spec decisions across institutional foodservice.
The brand describes its product philosophy as ensuring "what goes into your cup matters as much as how it tastes" — language that resonates with food and beverage directors under pressure to substantiate ingredient quality claims on menus and in nutritional disclosures. While specific SKU counts, pack sizes, and price points for the Costco rollout were not disclosed in the launch announcement, warehouse-format distribution typically implies bulk pack configurations well-suited to back-of-house volume purchasing.
The Texas debut also signals a potential runway for broader national Costco expansion, which would materially increase availability for multi-unit operators and contract foodservice companies that already leverage Costco's Business Center network for non-equipment supply. Consultants and food and beverage procurement specialists tracking emerging beverage suppliers should note Brook37's trajectory as it moves from boutique direct-to-consumer into scaled retail distribution. Operators evaluating their ice-and-beverage equipment investments alongside ingredient sourcing strategies may find the warehouse channel entry worth monitoring as the brand expands.
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.
