Can tea begin to rival coffee once again? Audiences say yes but there is work to be done.
It has long been a question hanging in the air – can tea create a presence to rival coffee? Of course, the answer is that it can but there needs to be a far stronger awareness/education of what great teas do mean. Coffee has arguably had an easy run in the rivalry between the two, as the UK has arguably been drinking some of the worst teas in its history. It has been a one-sided context with an average consumption of 665m cups of coffee per week in the UK against 165m cups of Tea.
It is now time for teas to make a stronger case and that needs to start with a new perception of what tea is. The irony, of course, is that there are audiences wanting to engage. Research suggests that 37% of those aged between 25-35 drink on average between 5-6 different teas per month compared to just 3% of those aged over 55.
There is a growing interest in teas as many are seeking alternatives to alcohol plus wanting new tastes. The younger generations are showing an adventurous taste for exploring new tastes with tea being right at the forefront. Tea has the potential platform to once again rival coffee but will it take it?
Tea is on an upward growth curve. However, many still focus on the traditional afternoon tea which has proven itself to be highly popular. Afternoon teas performed well even during the last two years and can be found served in pubs through to heritage sites through to the great hotels. However, how often does the tea leave you feeling inspired?
Tea hasn’t rivaled coffee as the taste has not been good enough to inspire higher sales.
Funnily enough, we come at the thought in a new way; less afternoon tea, far more modern tea bars which are able to serve great teas from around the world with care and service. The image of afternoon tea is one of refined sophistication. The image of tea bars appeals to the younger generations who want to explore great tastes from around the world with easy accessibility.
Imagine stand-alone tea bars which can offer over a hundred great tea varieties? Imagine tea bars in the workplace? Tea bars in hotel foyers? Tea bars in great cultural locations. It is time to reimagine tea.
We have been delighted to align ourselves with the London Tea Exchange who possesses over 800 teas from over 43 countries. This year they are even launching the world’s most expensive tea to mark the Queen’s Jubilee. They serve royal families from all across the world as well as many highly prestigious institutions and have represented the UK at the Dubai Expo and at Cop26. They possess the knowledge and the teas which can inspire change.
Our aim is to once again promote great tea and to create potential new service opportunities in alliance with operators. We are, therefore, delighted to be hosting a number of bespoke events for those who do want to explore just what can be achieved.
If you would be interested in learning more, then please do not hesitate to contact us at lauran.bush@epmagazine.co.uk