Noveltea

No Deal

Alcohol flavoured tea

Season 16 · Ep 7 Liquor & AlcoholAired 4 November 2018

Noveltea is a alcohol flavoured tea that got its big break on Dragons’ Den in Season 16, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£80K
Asked for: 30%
Offered equity: £267K
Sought valuation

Founder Lukas Passia and Vincent Efferoth stepped onto the carpet in Season 16, Episode 7 in the episode that aired 4 November 2018. Noveltea, the alcohol flavoured tea, pitched in the Liquor & Alcohol category, one of 23 liquor & alcohol businesses to brave the Den across all 21 seasons.

The ask was £80,000 for 30% of the company, an implied valuation of £267K.

No deal. Every dragon declined, and Noveltea walked. But a Dragons’ Den appearance reaches millions of viewers whether or not a check gets written, and plenty of no-deal companies have turned that airtime into lasting businesses.

Season 16 saw 62 pitches, and 29 of them closed a deal on air. In the Liquor & Alcohol category overall, roughly 35% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy Noveltea?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did Noveltea get a deal on Dragons’ Den?

No. Noveltea pitched the dragons but left Season 16 without a deal.

What season of Dragons’ Den was Noveltea on?

Noveltea appeared in Season 16, Episode 7, which aired 4 November 2018.

How much was Noveltea asking for on Dragons’ Den?

The founders asked for £80,000 for 30% of the company, a £267K valuation.

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