NOVELTEA welcomes drinks maverick as non-executive director

A North East brand specialising in alcoholic tea has appointed a new non-executive director to help fuel growth following a £1.4 million investment.

Michael Vachon has joined Newcastle-based NOVELTEA.

Michael offers a decade of expertise within the drinks industry as co-founder of craft spirits distributor Maverick Drinks (part of Atom Group, acquired by ZX Ventures in 2018).

His knowledge and passion for growing brands will be instrumental in helping NOVELTEA, which enjoyed a record-breaking Christmas trading period, build on its success.

NOVELTEA was founded by ‘Geordie Germans’ Vincent Efferoth and Lukas Passia and recently received £1.4 million from the North East Venture Fund (NEVF) to develop its loose leaf teas and craft spirits.

Originally from the US, Michael Vachon studied for an MBA from Alliance Manchester Business School, which led him to embark on his journey into drinks distribution and craft spirits, working with category heavyweights in the UK and across Europe.

A successful entrepreneur in his own right, Michael’s latest venture is Citizens of Soil, a brand of household staples that champions independent producers and promotes soil health.

Speaking about his appointment to NOVELTEA, Michael said: “NOVELTEA is such an exciting brand and its products appeal to everyone from tea lovers, to craft spirits enthusiasts, to those seeking a bit more balance in their lives.

“The team have made some remarkable progress so far and I’m looking forward to helping accelerate their growth in the years ahead.”

Vincent Efferoth, co-founder and managing director at NOVELTEA, added: “Michael’s combination of innovative thinking, strategic expertise and passion for high-quality and purpose-led craft spirits made him the perfect candidate to join NOVELTEA as a board member.

“We’re really excited to work with Michael and have his support and expertise as we continue to build on our successes and drive new avenues for the business.”