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drinkworld Technology + Marketing 1/2021

Editorial Time for Tea

Editorial Time for Tea “Bring some tea with you,” she said, as I went to the supermarket to pick up something for the evening meal the other day. Being from the North of England, tea means black with milk and sugar. If you are lucky you might find a peppermint, fruit or herbal tea (“infusion”). Since I moved to Germany things have changed. In Germany it seems there is a tea for just about anything. Should I bring lemon tea, raspberry, chai, nettle & mango tea, apple & fig, tea for lung health, nose and throat, body & soul, gastro-intestinal tea (sounds less dramatic in German) or tea for female health? Or rather tea for a hot flirt, an evening by the open fire, winter tea, passionate moments? There is, of course, tea for extra energy, when you need to study, or tea to help you relax, sleep or calm down, when you don’t. There are tea combinations for everything you can imagine and some things you cannot. Despite all this, the strangest thing of all is that the Europeans don’t understand the concept of a hot cup of tea to cool down on a summer day. Tea remains the second most globally consumed beverage after water and the market is still underdeveloped in some regions, including the USA. It has a healthy image and a wealth of different possible flavours and combinations, see above. Maté Tea from South America is still gaining popularity, which the benefits of Green Tea continue to be researched. A few years ago I was privileged to meet James Norwood Pratt, probably the world’s foremost authority on tea and tea lore. As well as the different kinds of tea and similar beverages, we talked of tea culture and how a love of tea engenders friendships around the world and how an understanding of tea ceremonies and their histories brings an openness and acceptance of other peoples and other traditions. “Our pursuit of tea ... goes beyond our pursuit of pleasure... tea is something that always makes you feel a little bit better and more civilized.” Ian D. Healey Editor-in-Chief Photo: BB How good it is to find a simple and uniting factor in a beverage which is plentiful and at the same time a luxury which is inexpensive. Who wouldn’t drink to that? Cheers www.drink-tm.com If you like it – subscribe! drinkworld Technology + Marketing · March 2021 3

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