Slovak spirit Tatratea is ready to take its place on the world stage as it moves forward with plans to become a global brand.
The area around Slovakia’s High Tatras has many jewels in its crown – from soaring mountain surroundings to historic Unesco World Heritage sites – but in the town of Kežmarok lies another.
Over the past two decades, the Spiš region, on the country’s eastern side, has also become known as the home of Tatratea, a tea-based herbal liqueur. The business is run by Erik and Stella Semaňák, children of founder Ján Semaňák, who started the brand in 2004 – and the pair are resolute in their aim of continuing their father’s legacy.
Tatratea’s concept is simple yet powerful: blending tea’s age-old traditions with modern-day innovation. There are many liqueurs available in the market, but few of them are based on tea, allowing the brand to offer a unique perspective on liqueurs alongside its Slovak heritage.
While it started life as a domestic spirit, or a local speciality, as word has spread, Tatratea has expanded to European neighbours such as the Czech Republic and Hungary, with a path mapped out to becoming a global brand. It is now available in 15 countries and counting.
Tea and Spirits
Beyond the natural beauty of the region, central to Tatratea’s story is tea. The custom of drinking tea with homemade spirits goes far back in Slovakia – in folklore it was used to treat remedies. The idea was that it could cure all illnesses, like a miracle drink. It was also handy, considering the long and cold winters that the region experiences, and was used to greet guests who would stay in the mountain chalets of the Tatras.
Tatratea has taken these ideas and modernised them – honouring heritage while moving them forward. The brand’s flagship expression, Tatratea 52% Original, is its best- selling product, capturing the essence of the distillery’s mountainous landscape. The tea-based liqueur is made from high-quality teas, herbs extracted from surrounding meadows and forests, and other natural ingredients, which are macerated and blended with fine spirit, then matured. The resulting flavour is said to be both rich and complex.
While this provides an entry point into Tatratea, the distillery has since built a portfolio of 15 expressions. The range is designed to be enjoyed by all drinkers, and is split between tea, fruit, and herbal-forward flavours. The liqueur’s ABV is in the name, to make the profile clear from the get-go. For those who want powerful flavours, there’s the 72% Outlaw (said to embody the untamed spirit of the Tatra Mountains), and berry-infused 62% Forest Fruit, while on the opposite end of the spectrum, for the smooth and lighter flavours, there’s 32% Citrus, and 22% Coconut. In between, you’ll find 42% Peach, and 35% Herbal Digestif, and many others.
Cocktail transitions
While the broad spectrum of flavours and varying ABVs means Tatratea can be accessible to all sorts of drinkers, it also means the liqueurs can transition seamlessly between cocktails. Hot cocktails are naturally popular in winter, considering the tea aspect, but in summer the spirit can shine in serves such as Spritzes. This versatility has made it a strong addition to many shelves in the on-trade, taking the spirit from the slopes to the city, where it is now consumed just as readily in a bar as it once was in a chalet.
A revamped bottle design has helped in this regard too. The Tatratea bottle resembles a flask, as one might carry on a hike in the mountains, and is a nod to Tatratea’s home. It has no neck and a flask head. The ‘T’ logo is made from old Slavic sun symbols adorned with earth, flora and fauna, yin and yang, and roosters – which are symbols of protection in Slavic folklore.
Each bottle has a colour representing the main ingredient used, for instance white for coconut and pink for hibiscus. Grouped together, the bottles make for an eye- catching collection, attracting attention at industry events and international bar shows (the flask-shaped bottle was a Red Dot Design award winner).
But even if Tatratea is making a splash outside of Slovakia with its packaging and liquid, there is still much focus on boosting the brand as the star attraction in its homeland.
The distillery is located on the site of a former flax-weaving factory, named ‘the spinning mill’ building, which dates from 1860. Tatratea acquired the historic site in 2018, and has since embarked on major restorations to adapt the building to alcohol production standards. As restoration continues, the idea is to have a cafe, museum, tasting room, viewing platform (with mountain views), and a firstclass restaurant in a few years’ time. The renovation is also said to significantly increase Tatratea’s storage and production capacities as the brand expands.
These updates may be key to realising Ján Semaňák’s dream of building a truly global brand, but every effort is also being made to preserve the character of the building, modifying the exterior as little as possible. Tatratea is still a family business, and the motto is not just to be the biggest, but to be the best.
ProWein preview
As Tatratea makes its presence known around the globe, the brand and team will be making appearances at some of the world’s biggest trade shows – starting with ProWein, which takes place from 1618 March in Düsseldorf, Germany. It’s been a few years since Tatratrea has been at ProWein, and it will be looking to expand distribution into new markets and strengthen its presence in Germany. You can find the teabased spirit at Booth E39 in Hall 5, where the full portfolio will be on show, and members of the team will be there to immerse visitors in its story, design, and captivating flavours.
Read Full Story at source (may require registration)
Author: Rupert Hohwieler
