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This Tea Company Steeps Its Business in Social Media

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This story appears in the June 2012 issue of Entrepreneur. Subscribe »

Selling tea over the internet isn't the simplest proposition. There's no way for online consumers to smell or taste a delicate chocolate chai or a bold pi lo chun green before they place an order. "A fair amount of guesswork is involved," admits Ilya Kreymerman, chief technology officer at Adagio Teas.

The cumulative result of Adagio's social media efforts has been steady growth in sales--up about 300 percent since 2004--as well as dramatic reductions in advertising costs.

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