Davao entrepreneur launches Enroot in Los Angeles and it could be the next big thing

Cold brew sparkling tea is in vogue.

Covid-19, highlighting the need to protect ourselves from health emergencies, made consumers—and people in general—more health-conscious. In response to the global crisis, bans on travel, outdoor activities, and social gatherings were implemented. These restrictions deprived us of life’s simplest pleasures, leaving us wanting. More than ever, we want to travel, dine out, party, let loose, and relish life the way we used to before the pandemic.

Aware that the coronavirus is here to stay, however, we try to indulge in life responsibly. This is one of the challenges several companies strive to overcome at present. How do we navigate life like before? How do we retain fun in the new normal?

Necessity is the mother of invention. From self-heating portable food boxes to cocktails-on-the-go, even creative iterations of cold brew teas, several innovations have come into being, some more life-changing than they appear.

While cold brew tea isn’t exactly a new concept, the Japanese practice that dates back to the 1600s would not be as popular now if not for Enroot Sparkling Cold Brew Tea, a beverage brand steeped in Philippine heritage, established by Filipino entrepreneur Cristina Magno Patwa or Cris, together with Factory Made Ventures CEO John Fogelman, and Hollywood superstar Brad Pitt. In the golden era of carbonated drinks, Enroot, while new to the industry, stands out for many good reasons. Very new, this product has been launched in Los Angeles.

“Enroot is a play on the terms ‘root’ and ‘en route,’ which means where you came from and where you’re going,” explains Cris. The brand and its name were inspired by Cris’ grandmother, to whom the sparkling tea line pays homage. “She would always ask me to stay humble.”

The grandmother, Lola Pamela or Mame Pame as she was fondly called by Cris, is a farmer and food entrepreneur in Davao. Cris used to live in the Philippines until she had to move abroad when she was eight. She has worked in the media and entertainment industry in Hollywood, where she worked on television series Lost and Grey’s Anatomy, as well as the movie franchise Transformers.

It was while working with Brad Pitt on his award-winning Miraval rosé portfolio that Cris, John, and Brad decided to venture into sparkling cold brew tea. “He wanted to do something alcohol-free. As much as John and I are business people, Brad instinctively knew there was nothing in that space,” says the Davaoeña. “So, we asked ourselves ‘how can we create something champagne-like with real craft, history, intention, and purpose?’”

Crafted in collaboration with 12 chefs from the James Beard Foundation (JBF) for the discerning consumer, the sparkling tea line boasts of having low carbohydrates and calories. Each of its 355ml bottle is kosher, gluten-free, and vegan, relatively healthier than other fizzy drinks, but in no way lacking in flavor. There’s a touch of sweetness from fruit juices, yet it has no added sugar. All of these excite the palate, and the bubbles are delicate.

Curated in small batches, these sparkling teas, slow cold brewed for three days, deliver a smooth, bright, and refined taste with respect to the raw, organic characters of tea terroirs. 

Available variants are Mango Turmeric Ginger Guayusa, Strawberry Lavender Rosemary Tulsi, Peach Hibiscus Jasmine Green Tea, Apple Lemon Cayenne Yerba Mate, and Raspberry Mint White Peony Tea, Cris’ favorite, whose raspberry content she describes as bright and tart. “I love mint! The white peony tea is luxe,” she adds. “It takes two years for the bud to grow before harvest.”

To Cris, the drinks are meant to be a ritual, an experience similar to one a good cocktail provides. “Or the way we ritualize tea, it’s beautiful,” she says.

'Enroot is a lot of hands involved. I want it to feel like Davao coming together. Every person around the table cares very much for me and I can promise you, had shed tears with me in building what we wanted this company to be.’

Sheila Lirio Marcelo, executive chairwoman of Enroot, recognizes passion and rootedness, such as the Filipino elements expressed in the product, as core ingredients of each Enroot variant. “What drew me to Cris and Enroot was the passion she had to infuse her experience of growing up in the Philippines into her knowledge of building successful brands with creative leaders,” she says. “Cris worked tirelessly for several years with leading James Beard chefs to come up with these delicious creations and each one is grounded in honoring organic ingredients from farm to bottle.”

Enroot is a love letter to Cris’ maternal grandmother. “My relationship with my grandmother is special. She expected great things from me. I feel that it’s only now I am learning to be the woman she wanted me to be,” intimates the Los Angeles-based businesswoman. 

Enroot is a sustaining partner of the JBF Women’s Leadership Programs, which “aims to champion gender and racial equity by supporting women throughout the lifecycle of their careers.” Cris' brainchild is also the first start-up in the food and beverage scene to set up a comprehensive responsible sourcing policy with SCS Global Services, one of the leaders in third-party sustainability and food quality certification.

“Enroot is a lot of hands involved. I want it to feel like Davao coming together. I’m an accountant but I care very much,” says Cris. “Every person around the table cares very much with me and I can promise you, had shed tears with me in building what we wanted this company to be. In return, they get to feel what being a Filipina means, through my grandmother and me,” she ends.

Right now, Cris and Sheila are looking for business partners who can help bring Enroot to its home country, the Philippines.

Reach out to them @drinkenroot on Instagram.