Tea in the World of New-Age Beverages
The tea landscape has significantly changed over the last few years. Driven by the GenZ’s quite different worldview, brands and products that ruled and reigned even a decade ago, are today rejected by this very clear-minded GenZ. And this GenZ will comprise the biggest consumer group by as early as 2030!
So, what is GenZ looking for in a ‘different’ hot beverage?
It’s not coffee.
The coffee-craze, that captivated everyone in the 1990s and 2000s and even till 2015, is waning. High in caffeine, dark and strong, this is not what GenZ is looking for today.
Tea, on the other hand, has everything that GenZ is looking for : it is naturally healthy, loaded with anti-oxidants and is much lower in caffeine (than coffee). But what makes tea special is its adaptability – it can be mixed with herbs, flowers, spices and fruits to create a dazzling medley of infusions and tisanes – all of which are delicious, healthy and stylish.
Welcome to the new-age teas.
Crucial to new-age beverages still is knowledge and understanding of tea : which tea will ‘marry’ well with which herb, flower or spice. Tea experts with a deep understanding of nuances of how terroirs, harvests and processing affect the flavour and taste of tea, play the key role of the match-maker. They can choose the best tea (a delicate Oolong) for a zesty mandarin or a sweet nectarine, ensuring the perfect sensory balance.
I have been a first-hand witness to how new-age teas have grown in the last five years. In spite of the initial skepticism and criticism of tea-purists, new-age teas continue to endear GenZ, who love to experiment with the unusual, the unconventional and the unorthodox.
While the market-share of pure teas has been a concern, the growing popularity of new-age teas with herbs, flowers and spices can give tea a newfound flip and fillip.
What do you think? I would love to hear your views and opinions.
Tea is a religion in the art of life.
Bald Man Of Tea
With a rich and diverse experience of more than 35 years, Ketan has developed niche expertise in key aspects of tea, herbs & botanicals. From new-age startups to established brands leverage his experience for deep insights, sharp ideas and detailed implementation for launching new products or revamping existing ones.
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