The Global Alcoholic-Tea Market Is On The Rise; Kenyan Loose Tea As A Raw Material For This Industry
Updated: Feb 24, 2021
Brand creators and manufacturers are inventive as they adjust to demographic needs in their chosen industries.
Not including water, tea is the most consumed beverage in the world. The exact picture of alcohol consumption worldwide is often unclear - though beer is the third most popular drink overall, followed by wine and then the most dominant white spirit, Vodka on alcohol popularity.
As more people seek out innovation and variation of flavors when purchasing RTD's (Ready-To-Drink) alcoholic drinks, the fusion of tea into spirits, wine, and malt / beer-based beverages is growing in craft products, which tap into the healthy attraction of beneficial natural ingredients.
Millennials and Gen Z’s, alcohol consumption is less than that of the preceding generations due to health consciousness and busy lifestyles. A focus on the socialization aspect of drinking and experimenting with new flavors in the alcohol space is more important than consuming as much as they can in one sitting.
New versions of on-the-go tea-infused alcoholic beverage specialties are opening an entirely new, young, alcoholic tea market.
For brand messages in support of healthier lifestyles, the added benefit of using tea leaves is the unique flavor they can add to tea-infused cocktails and flavored malt beverages without the consequence of artificial flavoring.
These products are mostly launching in the US, with some also appearing in Canada, Europe, and Asia.
Brands operating in these markets are either engaged in the research and development stages, and funding for new product alcoholic takes on cold brew, lattes, green tea, with innovative flavors to gain more traction in the competition. The slightly more established ones are now expanding their geographical base to increase popularity and a competitive edge in the market.
For flavoured malt beverages, "the familiar taste of brewed tea has an appeal that has won over many non-beer drinkers, resulting in an increase in popularity of this specialty category," says Dave Elliott, Alexander Gourmet’s Founder. He further described Kenyan tea as a rich robust tea that enhances a variety of dark, strong, or highly hopped beers American pale ales.
While no alcohol-based drink can claim any 100% health benefits, teas can be tasty replacements to the usual sugar-filled syrups and mixers that go into popular summer drinks. Sourcing indigenous Kenyan teas and flavors can help a tea-based drink stand out in a crowded marketplace by offering natural flavors inspired by global locations and stories.
How is your brand adapting to the social and personal habits of Millennials and Gen Z?
Talk to us for quality raw materials and secure supply chains to assist you experiment with premium Kenyan loose tea for new flavor profiles that will open up new markets in an ever-evolving consumer-driven market.