Americans are drinking less soda and sweetened beverages, preferring instead to grab a cup of refreshingly cold iced tea, especially as temperatures rise. Sales have surged over the past twenty years—more than quadrupling during that time frame according to the US Tea Association. More than half of the American population drinks tea on a daily basis, and approximately 85 percent of tea consumed is chilled or iced. That’s a whole lot of iced tea!
But why have so many people in the United States jumped on the tea wagon? There is the simple side of the spectrum: tea tastes delicious and is refreshing to a parched body. But the more prevailing reason is that tea is touted as good for us, loaded with antioxidants, helping to fight “against free radicals that can contribute to cancer, heart disease, and clogged arteries,” experts at WebMD explain. And tea, especially unsweetened tea, is much lower in calories than sugar-laden sodas—great for those watching their waistline or diabetics who need to keep their sugars in check.
It used to be that a patron of a restaurant ordered a glass of iced tea and received a run-of-the-mill black tea, perhaps with a slice of lemon, and a packet or two of their choice of sweetener. Now, though, as customers—especially millennials—are exposed to premium, high-quality teas, the expectation for better grades has climbed as well. No longer is that basic staple black tea enough to satisfy every guest. While restaurants and coffee shops are quick to find ways to cut their expenses, a glass of premium tea costs just pennies more, a small price to pay for the promise of future business. After all, a happy customer will not only likely return in the future, but will also spread the word about the quality of the tea they purchased from you.
Tea comes in a variety of flavors. Photo Credit: Two Leaves and a Bud
As the domestic tea market continues to gain momentum, tea producers are scrambling to keep up with customer palates. Richard Rosenfeld, CEO and founder of Two Leaves and a Bud, is quick to stay up with the market trends. His latest three teas, Organic Meyer Lemon, Organic Blood Orange, and Organic Tart Berry are an offering to the tea crowds based on the gaining popularity of sour drinks—beers, cocktails, and other beverages that have lately been in the spotlight. As Rosenfeld describes to World Tea News, the tarts are “Tart enough to give you that satisfying, lip-smacking flavor,” but not so sour as to make you pucker up. The new tart line tastes great hot but even better on ice.
Tea may be one of the oldest beverages in the world, but as it gains more popularity among the young and hip crowds across the United States, it is imperative that the market continues to reach new customers and increase profits. From specialty tea drinks to cocktails to premium tea leaves and marketable blends, operators are in constant search of innovative ways to make the beverage more alluring. Adding a splash of fresh fruit juice, for example, changes the ordinary cup of brewed iced tea into more of a mocktail with character.
Have you joined in the iced tea drinking craze? Do you have a favorite blend or a favorite concoction you can share with us? Let us know so we can run out and try one of our own!
