The Challenge

• Launching into the competitive UK hospitality landscape

• Securing B2B distribution across cafés, hotels, and restaurants

• Building trade credibility while driving consumer awareness

• Developing digital visibility to support B2B and B2C growth

• Replicating the model successfully in the USA

• Creating a scalable expansion framework

Aura Chai required a structured international growth strategy combining brand positioning, hospitality partnerships, and digital activation.

Our Approach

We implemented a phased UK launch followed by structured USA expansion, combining:

• Brand positioning and message refinement

• Hospitality partnership outreach and activation

• Digital strategy and content leadership

• Paid media for awareness and trade visibility

• B2B and B2C ecosystem alignment

• Market-specific expansion frameworks

Phase One | UK Market Launch

Brand Positioning

We positioned Aura Chai as:

• A premium, authentic chai alternative

• A culturally rooted yet modern lifestyle beverage

• A high-margin, quality-driven product for hospitality partners

Messaging balanced heritage storytelling with commercial practicality for trade buyers.

Hospitality & Trade Expansion

We secured partnerships across:

• Boutique hotels

• Premium cafés

• Lifestyle bars

• Independent restaurants

• Specialty coffee venues

Through curated sampling, targeted outreach, and direct relationship building, Aura Chai was positioned as both a menu upgrade and premium upsell opportunity.

Digital & Paid Activation

To support trade credibility and consumer pull-through demand, we implemented:

• Hospitality showcase content

• Ritual-based preparation storytelling

• Short-form video for Instagram and TikTok

• Targeted paid campaigns toward hospitality professionals and café culture audiences

UK Results

• 40% increase in inbound hospitality partnership enquiries

• Strong placements across premium UK venues

• 52% growth in UK website traffic

• 2.3x blended ROAS on awareness and trade campaigns

Phase Two | USA Market Expansion

Following UK traction, we executed a structured US rollout.

Market Adaptation

We mapped key US audiences including:

• Specialty coffee markets

• Boutique hotel groups

• Independent restaurant operators

• Wellness and lifestyle cafés

Messaging was refined to align with US café culture and urban consumer behaviour.

Hospitality Activation

We secured placements across:

• Urban café partners

• Boutique hospitality venues

• Restaurant beverage integrations

This created physical brand presence while feeding digital storytelling.

Digital & Performance

Paid campaigns supported:

• Awareness in key US cities

• Hospitality buyer visibility

• Consumer discovery via interest targeting

• Retargeting for sustained brand recall

USA Results

• 47% increase in US brand search volume post-launch

• Expansion into multiple hospitality venues across key cities

• 35% growth in US website traffic

• Strong engagement from café and lifestyle audiences