Australian Tea Masters
Australian Tea Masters is a privately-held Australian tea company that sells 160+ single-origin and direct-trade teas wholesale and direct-to-consumer, operates a HACCP-certified contract manufacturing and private-label service, and runs certified tea education courses across Australia, Singapore, and Indonesia.
- Company typePrivate
- Founded2012
- HeadquartersGeelong, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Australian Tea Masters does
Australian Tea Masters PTY LTD is a privately-held Australian tea company founded in 2012 and headquartered in Geelong, Victoria, operating a HACCP-certified manufacturing facility in Breakwater. The business combines a wholesale and direct-to-consumer tea catalog of 160+ single-origin and direct-trade teas (spanning black, green, oolong, white, Pu-erh, yellow, and herbal/wellness categories) with HACCP-certified contract manufacturing, private labeling, custom blending, and a tea business advisory service targeted at hospitality operators, cafes, restaurants, and tea entrepreneurs.
Revenue is generated across six streams: (1) DTC e-commerce retail of loose-leaf teas, tisanes, and matcha sold under the Australian Tea Masters brand plus a sub-brand SINENSIS for non-alcoholic tea-grape beverages; (2) B2B wholesale of bulk teas, herbs, spices, and natural sweeteners; (3) contract manufacturing and private labeling charged via setup fees and per-unit pricing; (4) certified tea education courses delivered live in Australia, Singapore, and Indonesia and online via the World Tea Academy partnership, with course kits mailed to remote students; (5) a Rare Tea Club subscription and a Leaf Hunter Lite newsletter for community engagement; and (6) paid tea business advisory and market research services.
Distribution is hybrid: a domestic and international e-commerce storefront shipping to 9+ countries, B2B wholesale contracts, and recurring live training events in three Asia-Pacific geographies. The company is bootstrapped, founder/family-owned with no disclosed institutional investors or parent company, and operates with 1-10 employees — a structure that constrains scale but supports the craft and certification positioning that underpins its brand.
Australian Tea Masters firmographics
Firmographics- Name
- Australian Tea Masters
- Legal name
- Australian Tea Masters PTY LTD
- Website
- https://australianteamasters.com.au
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Australian Tea Masters is a privately-held Australian tea company that sells 160+ single-origin and direct-trade teas wholesale and direct-to-consumer, operates a HACCP-certified contract manufacturing and private-label service, and runs certified tea education courses across Australia, Singapore, and Indonesia.
- Ownership category
- akta.pro rank
Australian Tea Masters industry classification
Industry- Product category
- Specialty Tea Wholesale and Manufacturing
- NAICS
- Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192), Beverage Manufacturing (3121)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Tea Blending & Flavoring (AFAFADAG)
- akta.pro secondary industries
- Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE), Ready-to-Drink (RTD) Tea Manufacturing (AFAFADAI), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)
Keywords
Where Australian Tea Masters is headquartered
LocationHeadquarters
- HQ city
- Geelong
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Australian Tea Masters business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Tea Sales: Direct-to-consumer sales of loose leaf teas, herbal tisanes, matcha, and specialty teas through e-commerce storefront. Includes Australian native teas, international single origin teas, and wellness blends.
- Wholesale B2B: B2B wholesale supply of bulk teas and herbs to businesses including cafes, restaurants, and retailers. Includes bulk tea bag suppliers and private label tea packing services.
- Contract Manufacturing & Private Label: Custom blending, formulations, and private labelling services for businesses wanting branded tea products. Revenue generated through setup fees, per-unit pricing, and minimum order quantities.
- Tea Education Courses: Certified tea mastery and blending courses delivered in-person (Australia, Singapore, Indonesia) and online through World Tea Academy. Course kits and blending boxes mailed to participants.
- Business Advisory Services: Specialized market research, industry trends forecasting, and tailored business advice for tea businesses. Book a consultation service.
- SINENSIS Non-Alcoholic Beverages: Premium non-alcoholic beverage range featuring tea-grape fusions including Black Tea Cabernet Shiraz, Blush Tea Rosé, and White Tea Sauvignon Blanc.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual retail tea products |
| Unit Pricing | Pay-as-you-go | SINENSIS non-alcoholic beverages |
| Transaction based/ take rate | Multi-year contract | Wholesale and bulk orders |
| Unit Pricing | Pay-as-you-go | Tea education courses |
Go-to-market motion4 records
Distribution channels3 records
Marketing channels4 records
Australian Tea Masters product offering
Product offeringCore offering
Australian Tea Masters is a wholesale tea supplier and HACCP-certified tea manufacturer that sells over 160 single origin and direct trade teas, custom blends, and the SINENSIS non-alcoholic tea-grape beverage line to hospitality businesses and consumers. It also offers private label tea packing, contract manufacturing, and certified tea mastery and blending education delivered in person (Australia, Singapore, Indonesia) and online through World Tea Academy.
Product overview
Australian Tea Masters operates as a wholesale tea supplier, education provider, and tea business consultancy. The company offers over 160+ single origin and direct trade teas across multiple categories including Black Tea, Green Tea, Oolong, White Tea, Pu-erh, Herbal Tisanes, Wellness Tisanes, and Yellow Tea. Key product sub-brands include SINENSIS (non-alcoholic tea-grape beverages), the Hemp Wellness Range, Australian Native Teas, Matcha products, and specialty teas. The business provides B2B services including wholesale supply, custom blending, contract manufacturing, private labeling, and tea business advisory. Education services include certified in-person courses (Certified Tea Mastery Course, Certified Tea Blending Course) across Australia, Singapore, and Indonesia, plus online courses through World Tea Academy. Additional offerings include a Rare Tea Club subscription, gift cards, and tea education resources like the Tea Colour Wheel.
Differentiator
Problem solved
Functional benefit
Brands
- SINENSIS: A range of non-alcoholic beverages inspired by tea and created, brewed, and bottled in Australia. Features unique fusions of premium teas and grapes including Black Tea Cabernet Shiraz, Blush Tea Rosé, and White Tea Sauvignon Blanc.
Products and services
- Specialty Single Origin and Direct Trade Teas Over 160 single origin and direct trade loose-leaf teas from major tea producing regions including China, India, Japan, Korea, Nepal, Sri Lanka, Indonesia, and Australia, sold to retail consumers via the e-commerce storefront. Includes black, green, oolong, white, Pu-erh/dark, yellow, herbal/floral, Ayurvedic, and rooibos/honeybush tisane varieties.
Quantifiable outcome
- Over 160+ Single Origin & Direct trade teas available
- +1 more outcomes
Companies that use Australian Tea Masters
Customer profileSegments4 records
Ideal customer profiles4 records
Australian Tea Masters technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Australian Tea Masters partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights4 records
Australian Tea Masters competitors and assessment
Company assessmentDirect peers
- Tealeaves: Canadian premium tea company offering single-origin loose leaf teas, private label, and wholesale supply to hotels, restaurants, and retailers. Closely comparable to ATM as a wholesale + private-label specialty tea manufacturer serving hospitality clients.
- T2 Tea: Australia-headquartered specialty tea retailer and wholesaler with broad single-origin range, retail storefronts, and B2B supply. Directly comparable to ATM's Australian specialty tea wholesale and consumer business.
- Harney & Sons: US-based premium tea company selling loose-leaf specialty teas, wholesale to hospitality, and tea education/sommelier programs. Directly comparable to ATM's product breadth, hospitality B2B channel, and education offerings.
- Adagio Teas: US online specialty tea retailer with 400+ loose-leaf SKUs, custom blending, and a tea club subscription model. Comparable to ATM's e-commerce-led DTC model, large SKU range, and subscription (Rare Tea Club) offering.
- Republic of Tea: US premium tea brand selling specialty teas, herbal blends, and wellness-focused tisanes through DTC and wholesale channels. Closely comparable to ATM's wellness tisane range and direct-to-consumer specialty positioning.
- Teapigs: UK premium tea brand with broad single-origin range and hospitality channel. Directly comparable to ATM as a specialty tea company with strong hospitality/horeca distribution focus.
- Tea Forte: US luxury tea brand selling premium loose-leaf teas, retail gift collections, and hospitality supply to hotels and restaurants. Comparable to ATM's premium positioning and hospitality B2B channel.
Regional players
- Tielka: Australian certified-organic loose-leaf tea brand sold DTC and through cafes. Comparable to ATM as an Australian specialty tea peer, though smaller and without the education and contract manufacturing businesses.
Broad incumbents
- Dilmah: Global vertically-integrated single-origin tea company founded in Sri Lanka with significant Australian presence across retail, wholesale, and foodservice. Comparable to ATM as a broad tea incumbent operating in the same Australian and international markets.
Others
- World Tea Academy: Online certified tea education platform partnered with Australian Tea Masters to deliver self-paced courses. Relevant as the direct distribution partner for ATM's online education offering and a comparable tea-certification ecosystem player.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Australian Tea Masters social profiles
Digital presenceAustralian Tea Masters compliance and trust
Trust signalCompliance1 record
Australian Tea Masters financial estimates
Financial estimateRevenue estimate
Valuation estimate
Australian Tea Masters leadership team
Management profileNumber of profiles
Profiles1 record
Australian Tea Masters funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Australian Tea Masters M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Australian Tea Masters
What does Australian Tea Masters do?
Australian Tea Masters is a wholesale tea supplier and HACCP-certified tea manufacturer that sells over 160 single origin and direct trade teas, custom blends, and the SINENSIS non-alcoholic tea-grape beverage line to hospitality businesses and consumers. It also offers private label tea packing, contract manufacturing, and certified tea mastery and blending education delivered in person (Australia, Singapore, Indonesia) and online through World Tea Academy.
Is Australian Tea Masters a public or private company?
Australian Tea Masters is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Australian Tea Masters founded?
Australian Tea Masters was founded in 2012. It employs 1 to 10 people.
Where is Australian Tea Masters based?
Australian Tea Masters is headquartered in Geelong, Australia, in the Oceania region.
How does Australian Tea Masters make money?
Six revenue lines are on record. Retail Tea Sales are the primary driver. The others are wholesale B2B, contract Manufacturing & Private Label, tea Education Courses, business Advisory Services and SINENSIS Non-Alcoholic Beverages.
Who are Australian Tea Masters's main competitors?
Direct peers on record are Tealeaves, T2 Tea, Harney & Sons, Adagio Teas, Republic of Tea, Teapigs and Tea Forte. Tielka is listed as a regional player. Dilmah is listed as a broad incumbent. World Tea Academy is listed as an others.
Does Australian Tea Masters have an API?
No public API is recorded for Australian Tea Masters.
What industry is Australian Tea Masters in?
Australian Tea Masters's product category is Specialty Tea Wholesale and Manufacturing. Its primary akta.pro industry code is AFAFADAG, Tea Blending & Flavoring, with a secondary code of CRADAHAE, Tea (Leaf, Bagged, Instant, Concentrates). Its NAICS code is 311920 and its SIC code is 2080.