Seth Goldman co-founded Honest Tea in 1998 with a commitment to organic, Fair Trade, and sustainable sourcing. The brand gained widespread popularity and was acquired by a major beverage company in 2011. When the brand was discontinued in 2022, consumers and organic tea suppliers rallied, urging Goldman not to let this natural beverage category disappear. This support inspired Goldman to launch Just Ice Tea, continuing his mission to offer sustainably sourced beverages.

Goldman’s first move was to reconnect with Zuckerman Honickman, a TricorBraun Company, which provides innovative packaging solutions to established and entrepreneurial brands. During the launch of Honest Tea, Goldman saw firsthand what set them apart: their power to identify and leverage the best sourcing partners coupled with deep industry expertise to anticipate and meet every packaging need.

“Like many startups, we faced countless constraints launching Honest Tea — from securing distribution and shelf space while operating with limited financial resources. Zuckerman Honickman helped us overcome many obstacles, building the foundation for a strong partnership and something that felt like family,” Goldman said. 

In June 2022, Goldman and his team approached Zuckerman Honickman with the ambitious goal of getting Just Ice Tea on store shelves by the end of the year. 

“At a time when challenges of the COVID-19 pandemic still plagued global supply chains, Goldman needed reassurance that Zuckerman Honickman could not only identify, procure, and deliver a packaging solution that protected the product but also provide one that reflected the brand’s identity and consumer preferences,” said Adam Dorfman, account manager at Zuckerman Honickman. “This process had to be done in record time, and our team has always been committed to meeting any challenge."

Goldman’s vision for Just Ice Tea was to offer a high-quality product with a premium look and feel that resonated with his sustainability-minded consumer base. Zuckerman Honickman was able to provide glass as the ideal choice because it is infinitely recyclable, is perceived as a more premium and cleaner packaging option and enhances the sensory experience. Additionally, Just Ice Tea aimed to minimize its carbon footprint as part of its overarching sustainability goals.

“By leveraging our strong relationships, even amid challenging supply chain conditions, we quickly secured production of a 16-ounce glass bottle and a 38-millimeter cap, completing the first run in August and, in turn, meeting Goldman’s accelerated launch timeline,” Dorfman said “To further support Just Ice Tea’s goal of minimizing its carbon footprint, we engaged our U.S.-based suppliers on both the West and East coasts.”

Zuckerman Honickman also anticipated a need to maintain inventory levels and support future production as the product expanded its distribution. To address this, they worked with many of the same bottling plants with which they had established successful relationships during the Honest Tea launch.

To date, more than 40 million bottles of Just Ice Tea have been sold, making it the top-selling tea in the natural channel, according to Goldman: “It was a great collaborative accomplishment.”

Just Ice Tea also enlisted Zuckerman Honickman to source an aluminum format for its 12-ounce cans designed for consumers on the go, which launched in 2023.