You’re standing in the grocery store aisle, staring at forty different boxes of Earl Grey. It’s overwhelming. You pick one, get it home, and it tastes like dusty cardboard. We've all been there. This is exactly the frustration that Staci Brinkman was trying to solve when she launched Sips by back in 2017. She wanted a way to make tea discovery feel less like a gamble and more like a personalized gift to yourself.
The Sips by tea subscription has since exploded into one of the most recognizable names in the niche, but after years of market saturation and dozens of competitors popping up, does it still hold water?
It’s not just a box of tea. Honestly, it’s a data-driven matchmaking service for your taste buds. When you sign up, you take this incredibly detailed quiz. It asks about your caffeine preferences, whether you like loose leaf or bagged, and if you’re into "adventurous" flavors or if you’d rather stick to the classics.
How the Algorithm Actually Picks Your Tea
Most people think there’s a person sitting in a warehouse in Austin, Texas, hand-picking four teas for every single subscriber. That’s physically impossible. Sips by uses a proprietary algorithm to sort through thousands of teas from over 150 global brands.
They work with everyone. You might get a high-end blend from a boutique brand like Tea Vibes or The Tea Spot, or you might see something from a more established player like Ahmad Tea. The diversity is the point. You aren't just getting the Sips by "house brand"—though they do have their own line now—you're getting a curated cross-section of the entire tea industry.
Every month, you get four different teas. They usually promise about 15+ cups per box. In reality, if you’re a "western style" brewer, you’ll get exactly that. But if you’re re-steeping high-quality oolongs or greens, you can easily stretch that to 25 or 30 cups. It really depends on how you drink.
The Personalization Trap
Here is something nobody tells you: your first box might be a "miss."
The algorithm learns from your feedback. If you get a hibiscus blend and hate it, you have to go into your profile and rate it poorly. If you stay silent, the machine assumes you loved it. I've seen users complain that they keep getting ginger teas they hate, but they never updated their "dislikes" profile. The Sips by tea subscription is only as smart as the data you give it.
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The Price Point vs. Buying Direct
Let's talk about the money. A monthly subscription currently hovers around $16.
If you go to a specialty tea shop and buy four full-sized tins of premium tea, you’re looking at a $60 to $80 investment. If you end up hating two of them, you’ve wasted forty bucks. The value proposition here isn't necessarily that the tea is "cheaper" per ounce—it’s that you’re paying for a filter. You’re paying for the ability to try a rare Pu-erh or a niche herbal blend without committing to a 4-ounce bag that will sit in your pantry for three years.
However, if you are a "value-only" drinker who just wants the most caffeine for the fewest pennies, a subscription service is a bad move. You’d be better off buying a bulk bag of loose-leaf Assam from a wholesaler. Sips by is for the explorer, not the survivalist.
What’s actually in the box?
- Four distinct tea varieties (Loose leaf or bagged, based on your choice).
- Disposable tea filters (if you get loose leaf).
- Steeping instructions (Crucial because people always burn their green tea with boiling water).
- Printed postcards with tasting notes.
The packaging is minimal. It’s a small, cardboard mailer. Some people find this underwhelming compared to the "experience" of unboxing something like a FabFitFun, but for tea drinkers, it’s preferred. Why pay for fancy glossy paper that goes in the recycling bin?
Common Misconceptions About Tea Quality
A lot of tea snobs—and I use that term affectionately—tend to look down on "subscription boxes" because they fear they’re getting the dregs of the warehouse. That’s rarely the case with Sips by because their business model relies on the brands themselves wanting to reach new customers.
When a brand like Harney & Sons or Yogi participates, they aren't trying to offload old stock. They are trying to convert you into a lifelong customer of their specific brand. You are essentially receiving "marketing samples" that you pay a premium for because they've been curated specifically for your palate.
The Loose Leaf vs. Tea Bag Debate
In your Sips by profile, you can choose "Loose Leaf Only," "Bagged Only," or "A Mix."
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If you want the highest quality, choose loose leaf. Full stop. The surface area of the leaves allows for a much more complex extraction. However, if you're drinking tea at a desk in an office where you don't have a strainer, the bags are a godsend. Sips by is one of the few services that lets you be that specific about the format of your tea, not just the flavor.
Is It Environmentally Friendly?
This is a sticking point for many. Subscription boxes are notoriously "trash-heavy."
Sips by has made some strides here. The mailers are recyclable, and many of the brands they partner with are moving toward compostable tea bags. But, because you are getting four small samples instead of one big bag, there is naturally more packaging involved. If you are a zero-waste purist, no subscription box will ever truly satisfy you. You’re better off taking a glass jar to a local bulk tea shop.
The Business Side: Why Sips by Survived
In the mid-2010s, subscription boxes were everywhere. Most died. Remember the ones for socks? Or the ones for specifically "indie" snacks? Most folded because the "churn" (the rate at which people cancel) was too high.
Sips by survived because tea is a consumable with a high "burn rate." You finish it. It doesn't clutter your house. Also, their "Sips Shop" is a brilliant business move. Once you find a tea you love in your box, they make it incredibly easy to buy the full-sized version directly from them. They’ve essentially built a search engine for tea where the "results" are delivered to your front door.
Dealing With Shipping and Customer Service
Let's be real: shipping can be a pain. Sips by uses standard postal services to keep the subscription cost low. This means your box isn't arriving via overnight drone. It might take a week or two to reach you once the "Your box has shipped" email hits your inbox.
If a box goes missing, their support team is generally responsive, but don't expect Amazon-level "refund in 30 seconds" automation. It’s a smaller operation.
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Actionable Steps for New Subscribers
If you're thinking about pulling the trigger on a Sips by tea subscription, don't just click "buy" and hope for the best. You have to "game" the system to get the best results.
1. Be Brutally Honest in the Quiz
If you think Earl Grey tastes like perfume, say you hate floral. If you don't want "wellness" teas that claim to make your skin glow but taste like hay, uncheck the herbal/wellness boxes.
2. Rate Every Single Tea
After your first month, log back into your dashboard. This is the only way the "matchmaking" gets better. If you skip this, your second month will be a mirror of your first, even if you hated it.
3. Adjust for the Seasons
In the summer, go into your profile and emphasize fruitier blends that work well for cold brewing. In October, switch back to the heavy, spicy Chais and Oolongs. The system doesn't automatically know you want iced tea just because it's July.
4. Check the "Sips Shop" First
Sometimes, they have "starter kits" or "one-time boxes" (like their Holiday or Caffeine-Free boxes). If you aren't ready for a recurring monthly charge, these are a better way to test the waters without the commitment.
5. Use the Filters
When your box arrives, if you got loose leaf, use the filters they provided. Don't let the leaves float freely in your mug unless you enjoy chewing on your tea. The filters are there to ensure you actually have a good experience with the samples.
The reality is that Sips by isn't for everyone. If you already have a favorite tea and you never want to drink anything else, save your money. But if you’re the kind of person who spends twenty minutes looking at the tea menu in a cafe, this is likely the most fun $16 you'll spend all month. It turns a mundane morning routine into a legitimate hobby.