TEA TIME: THE RISE OF TEA CULTURE
This trend isn't simply about the next hot health-promoting variety or the latest free-radical fighting tea-infused facial serum, but rather, we've noticed a growing fascination around tea culture in general that encompasses the history, mystique, tradition, and ceremony of tea. As we continue to see the Slow Movement gain an American following, we expect that the ritual of tea will find a larger home within the US, with caffeine seekers exchanging a quick shot of espresso for a more relaxed pot of tea for social meet-ups. Similar to the US wine industry boom, we expect to see major growth in the American specialty tea market (which already brings in an estimated $6.8 billion/year) in the future.
While it may not have quite the effect that the movie Sideways had on the wine industry, the recently released documentary All In This Tea has people talking and thinking differently about a beverage that's commonly perceived as, well... common. The film follows a world-renowned tea connoisseur as he journeys to China to learn about some of the world's best handmade teas and the ancient craft of tea making. Along the way, attention is drawn to the dwindling population of experienced tea farmers whose age-old methods have given way to the bigger industry of mass production.
For those who can't make the trek to Asia, you'll likely be able to experience a tea tasting in your own community, as a growing number of modern tea shops have begun to pop up in urban areas. In the past, we've written about New York's Tavalon Tea Bar, and Dr. Tea's (formerly Elixir) in Los Angeles has long been one of our favorite haunts.
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