Brook37 The Atelier, a woman-owned premium tea brand, has landed shelf space across all 54 Costco warehouse locations in Texas — the brand's first major retail partnership and its most significant distribution push to date. The rollout is timed to coincide with Texas iced tea season, positioning the brand to capture high-volume summer beverage sales through one of the country's most powerful retail channels.
For foodservice and hospitality operators watching beverage industry trends, the placement is a notable signal: clean-label, rigorously sourced tea is earning a spot in mainstream retail at scale. Brook37 differentiates itself through direct-farm sourcing and heavy metal testing — quality benchmarks that resonate with health-conscious consumers who increasingly scrutinize what goes into their cups. That same consumer profile is reshaping beverage menus across hotels, restaurants, and cafés nationwide.
The Texas Costco launch represents a pivotal step for a brand built on the premise that craft quality and accessibility are not mutually exclusive. Reaching Costco's membership base — known for bulk purchasing and brand loyalty — gives Brook37 a direct line to households and, potentially, small operators who shop the warehouse channel for their businesses.
The timing also reflects a broader shift in the restaurant and hospitality beverage space, where demand for transparent sourcing and tested ingredients is driving purchasing decisions beyond just food categories. Tea, long treated as a commodity in foodservice, is increasingly viewed through the same artisan lens applied to coffee and specialty beverages. Brands that can document their supply chain and safety testing are gaining a competitive edge as operators field more questions from guests about ingredient provenance.
Brook37's Costco debut, while a retail milestone, carries implications for how independent tea brands grow distribution pipelines — and how quickly a credentialed, mission-driven product can move from niche to mainstream. Coverage from Food & Beverage Magazine has tracked similar trajectories in the specialty beverage segment as consumer expectations continue to elevate across channels.
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.
