In recent years, Europe has seen a surge in the appreciation for specialty coffee. The artisanal coffee culture, with its emphasis on quality, sustainability, and direct trade, has not only transformed the way Europeans consume their daily brew but has also sparked a ripple effect across the beverage industry. One fascinating development stemming from this trend is the burgeoning interest in specialty tea, mirroring many of the values and practices found in the specialty coffee world. While the concept for artisanal teas has existed for centuries, the term "specialty" being associated and adapted to tea has created new trends and practices that come with how tea is approached in contemporary settings in the West. From sustainable production to fair trade practices and the rise of specialty tea shops, the parallels are unmistakable. Perhaps these two very different worlds can find inspiration from each other. While the traditional approaches to tea will continue to be very different from coffee, the phenomenon through the lens of a modern consumer is a curious one to examine. Let's delve into how the specialty coffee culture in Europe is influencing the emergence of specialty tea, and how this shift is shaping an innovative contemporary landscape for both industries.
Photo: Postcard Teas, London. Michael Freeman Photography.
Originating in China circa 2737 BC, tea holds a rich history predating coffee, which entered mainstream consumption in 15th century Arabia. Both beverages captivated global palates with their invigorating effects and distinct flavours, evolving into cultural mainstays across continents. Beyond their gustatory appeal, tea and coffee have woven themselves into the fabric of societal rituals and movements. From the emergence of coffeehouses in 17th century Ottoman Turkey, which became hubs for intellectual discourse, to the enduring tradition of sharing a cuppa during social gatherings, these beverages symbolize more than mere refreshment—they embody a tapestry of cultural exchange, community, and historical significance. While coffee remains a staple in European culture, tea is steadily gaining popularity worldwide.
Photo: Nari Tea Lab, Helsinki, Finland.
Proliferation of Specialty Tea Shops and Tea Houses
Just as specialty coffee shops have become ubiquitous fixtures in European cities, specialty tea shops are rapidly gaining popularity among discerning consumers. These boutique establishments offer a curated selection of teas sourced from around the world, providing an immersive experience for tea enthusiasts eager to explore new flavours and brewing techniques. With a focus on quality, sustainability, and education, specialty tea shops serve as hubs of innovation within the industry, driving demand for premium teas and fostering a deeper appreciation for the craft of tea culture, cultivation, and preparation.
Photo: Hario CHA CHA and LARGO Drippers. Hario is a Japanese company that is globally recognised for specialty coffee brewing tools but they also do have interesting instruments for tea, which you can view HERE. We can see some correlation between tea and coffee world in these examples. Cold brew bottles are great for summer!
Specialty Tea: A Rising Star in European Cafés
In the dynamic landscape of European café culture, a subtle yet significant shift is underway as specialty tea emerges as a formidable counterpart to the once-dominant aroma of freshly roasted coffee beans. With European consumers increasingly seeking out diversity, coffee shop and café owners, as well as baristas are embracing new ideas to meet evolving tastes. Incorporating specialty tea into coffee shop offerings not only aligns with strategic business goals but also enhances the customer journey. By prioritising high-quality sourcing, mastering brewing techniques, and fostering education and presentation, café owners can transform their establishments into havens for gastronomical aficionados seeking exceptional brews beyond the bean. From high quality loose leaves prepared in teapots to matcha lattes and refreshing cold brews.
Photo: Buttered side up.
Sustainability & Fair and Direct Trade
One of the defining characteristics of the specialty coffee movement has been its commitment to sustainability, both environmental and social. This ethos is now permeating the world of specialty tea, with a growing emphasis on sustainable production practices in the countries where tea is grown. From organic farming methods to initiatives aimed at biodiversity conservation, reduction of carbon emissions and fair labour practices, tea producers and buyers are increasingly prioritising sustainability as a core value.
Just as the specialty coffee industry has championed fair and direct trade relationships with coffee growers, the specialty tea community is following suit. European tea businesses are increasingly sourcing their tea directly from producers or through fair trade cooperatives, ensuring that farmers receive fair compensation for their labor and have access to resources that support their livelihoods. This direct relationship between producers and consumers not only fosters transparency and trust but also empowers growers to invest in sustainable farming practices and community development projects.
Photo: Tuanloc Commodities.
Price Marketing and Consumer Education
In the world of specialty coffee, price transparency is paramount. Consumers are willing to pay a premium for high-quality beans that are ethically sourced and meticulously roasted. This same principle is now being applied to specialty tea, where tea houses are educating customers about the value of premium tea varieties and the impact of their purchasing decisions on producers and the environment. By emphasizing the value of artisanal teas produced with care and expertise, European tea merchants are reshaping consumer perceptions and challenging traditional notions of tea as a commodity product. This shift towards premiumization not only benefits producers by commanding higher prices but also encourages greater investment in sustainable farming practices and quality control measures. By transparently communicating the story behind each tea selection and the efforts taken to ensure its quality and sustainability, tea merchants gradually are able to justify higher price points and foster a deeper appreciation for the product.
Photo: Io いほ - a japanese teahouse, Copenhagen, Denmark.
Photo: Lightspeed, Fodors, Coffee Desk.
Celebrating Tea and Coffee Culture: Festivals and Events
As specialty coffee and specialty tea create a symbiosis leading towards a contemporary beverage landscape, a new wave of festivals and events celebrating both drinks is emerging across Europe. These gatherings provide an opportunity for coffee and tea enthusiasts to come together, exchange ideas, and immerse themselves in the rich tapestry of flavours and traditions. From tastings and workshops to panel discussions and competitions, these events are fostering a sense of community and camaraderie among those who share a passion for artisanal brews. Tea festivals have been appearing more and more in Europe, tea has been slowly showing up in coffee festivals also. Let's take a brief look at the active participation of European Speciality Tea Association in both of those scenes.
European Speciality Tea Association
Photo: Caffè Culture 2022, London, the UK. Credit to Philafrenzy.
ESTA, the European Speciality Tea Association, has been actively participating in various tea and coffee festivals worldwide, including recent events such as the Amsterdam Coffee Festival, the first Dutch Tea Tasting Championship, HORECA Expo Ghent, Caffè Culture in London, European Tea Day in Brussels (panel moderator: Lorela Lohan of Wanderlustea), International Tea Day - World Tea Sipping Event, the World Coffee Festival, as well as several events in cities like Paris and Milan. At these gatherings, ESTA's primary objective is to educate and promote specialty teas within the context of coffee shops and cafés. This year's participation was further enhanced by sponsorship from leading brands such as Brita for water filtration, Bradley's Tea, Kaori Tea & Spices, and Mount Everest Tea. ESTA's presence at these festivals was marked by engaging workshops, captivating matcha latte art competitions, and immersive tea brewing demonstrations featuring exquisite blends from Mount Everest Tea and Chamoods. Through these initiatives, ESTA continues to champion the integration of specialty teas into the vibrant world of coffee culture, fostering a deeper appreciation for the diversity and craftsmanship of tea among coffee enthusiasts and industry professionals alike.
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