Tea can now be seen as a high end product and is increasingly important in the luxury market.

Over 165 million cups of tea are consumed daily in the UK. Brands like Yorkshire Tea are now popular across the world and have a huge market share in Australia. That is twice the amount of coffee, however the coffee industry is capitalising on their beverages, offering syrups, milky and artisan brews. Tea however has remained stagnant in its approach for the most part. Some new and exciting tea houses are popping up on the high street such as Quilliam’s in Newcastle. Tea Houses along with Michelin Star restaurants such as The Fat Duck, are providing a whole new tea experience.

Consumers are ever increasing their expectations, meaning tastes are becoming more sophisticated and exotic. Classic British cups of tea are unlikely to go out of fashion but having a quality black tea range in your establishment is now essential. Consideration of Fair-Trade brands should be a priority. Paying for a standard tea bag can be resented by paying customers who perhaps want an added premium when taking tea out the home. Organic ranges or more artisan bags or packaging can entice customers to pay a little more.

The majority of tea consumed in the UK comes from China and India. Popular teas come from the Camelia sinensis leaves which produce black, oolong, green and white teas, with green undergoing the most processes. Other popular drinks come from different varieties such as Rooibos from South Africa and infusions which are made using leaves, flowers and fruit plants. Between 1997 and 2002, the UK consumption of these options increased 50%

Attention to detail in brewing can also heighten the tea drinkers experience. Drinking temperatures and liquid levels should be considered to ensure the optimum serving is presented. Making tea in front of guests and providing smaller sipping cups allows for the most effective appreciation of flavours and smells.

At various restaurants, tea is now matched with food in the same way as wine and this is a trend in high end dining. Matching textures and looking for contrasting flavours and complementing notes can add an extra level of excitement to a tasting menu.

Redefining tea’s potential as a culinary contender, through quality, innovation and service style ensures a much greater and more lucrative role for the beverage in the dining market.

 

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