The great tea revival

Originally written in April 2019, as part of an agency pitch.

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“The entire British empire was built on cups of tea, and if you think I’m going to war without one, mate, you’re mistaken.” Guy Ritchie may have had a different angle in mind when this Lock Stock quote was first uttered on the silver screen, however a war is very much raging on – and yes, it involves our infamous, leafy friend. Coffee rules the cafe culture. You can’t escape it. With estimations that coffee shops will outnumber UK pubs by 2030, the bitter, black beans are deadset on domination, which has seen Brits drinking up to 2.4 billion cups of coffee in the last year and counting. But, where does that leave the former jewel in our kitchen cupboard’s crown? Perhaps it’s about time we made a stand for our humble national drink. When we drink tea, it’s never done without purpose. Tea has always been, perhaps to some less knowingly, a drink of action and great intention. It’s certainly very easy to forget how diversely a good brew can be put to use. Happily twinned with your toast as morning motivation; a fragrant, herbal blend accompanying a healthy detox; the clutched hand-warmer for unwinding on the couch… Tea has always been synonymous with our shared comforts of home. However, that has never been its limit and it's about time we took it back to the streets. Whereas coffee may have cornered the quiet cafe image, tea has the chance to represent so much more in a widening market. Especially so in regards to the 'Green Generation'. With swathes of younger, trendy consumers who care for both the environment and in managing their health naturally, there is a unique opportunity to meet both these tastes with tea. Packed full of highly beneficial herbal properties, through Green, Jasmine, to Oolong, many supermarket brands have already made the jump to brandishing the healthier eco image. For outlets that may be looking to reinvigorate – or perhaps even begin a new campaign for the beloved brew, this can be vital to a cornerstone of the millennial market. Which is where, unlike its coffee counterpart, tea has 2 effective selling points: the quality of the leaf, and the quality of the container. Utilising sustainable, ethically sourced ingredients may work as a major point of sale, but perhaps overlooked is the draw of a truly biodegradable, vegan teabag – or even a loose leaf diffuser in a pot shared socially between friends. Besides, how many would be willing to try switching their lunchtime cappuccino to a chamomile if told you that not only does tea de-stress, greatly hydrate and give a cleaner boost than caffeine, but is also way more environmentally friendly in its growth in comparison to coffee? Tea also held the market for speciality flavourings and blends long before its cafe counterpart. Bringing back focus to the versatility of the different fruits, herbs and blended spices it can offer, it can be made quite clear that our national beverage is far from just the builder’s of old, but rather more tuned to a variety of different tastes and occasions. Next time you’re out with a friend or loved one, why not entertain a shared teapot at your usual cafe? The pleasure of sharing and slowing down is an often forgotten treasure in our bustling, coffee-powered world. Despite its rocketing reputation, every caffeine buzz has its inevitable crash and, when it does, there’s nothing more comforting than a bloody good brew. You’d be doing a service to yourself, the planet and – most importantly – to Queen and country.

Cheers!