HTeaO Appoints Brian Wise as CEO for National Expansion

HTeaO appointed Brian Wise as its new Chief Executive Officer to spearhead the iced tea franchise's national expansion. Wise previously served as the Chief Operating Officer of Freddy's Frozen Custard & Steakburgers and takes over as the company grows to over 180 locations across 11 states.

This leadership transition follows a growth investment made in April 2026 by Dallas-based private equity firms Crux Capital and Trive Capital, which currently hold a majority interest in the company.

Co-founder Justin Howe is transitioning from the CEO position to become the Executive Chairman of the Board. In this new capacity, Howe will focus on product innovation, brand vision, and long-term strategy.