HTeaO Taps New CEO Amidst Major Expansion

HTeaO, the Texas-based iced tea concept, has appointed Brian Wise as its new chief executive officer. Wise is tasked with guiding the chain's next phase of expansion. This strategic growth will be supported by new, undisclosed investments from Dallas-based private equity firms Crux Capital and Trive Capital. These firms initially partnered with HTeaO in early 2023 and now hold a majority stake in the company.

As Wise assumes the CEO role, co-founder Justin Howe will transition to executive chairman of the board. Howe will continue to contribute to the company's long-term strategy and brand vision. This leadership change occurs as HTeaO shows considerable momentum, having grown from its 2009 origins in Amarillo, Texas, to over 180 locations spanning 11 states. The company achieved over $147 million in sales in 2025, a 26.7% increase year-over-year. The recent investment will fund advancements in people, technology, and infrastructure, including supply chain and franchisee support.

Wise brings extensive operational experience from Freddy's Frozen Custard & Steakburgers, where he rose to COO. He previously spent 15 years as a partner in one of Freddy's largest franchisee groups. He expressed excitement about HTeaO's product quality, guest experience, and strong company culture.