Many adults have the habit of enjoying an alcoholic drink after work, when having dinner or when spending a relaxing evening at home. Yet, fueled by the wider movement towards healthier, “cleaner” lifestyles, consumers – especially younger demographics – are increasingly shifting away from alcohol. Seeking indulgence but at the same time wanting to feel responsible and finding a healthy balance while doing so, many consumers are turning to tea. Almost two-thirds (63%) of German consumers say that drinking tea is a good alternative to having alcohol on a night in. Whether choosing tea over alcohol for health reasons or simply due to preference, consumers can profit from an increasingly rich and diverse tea market which provides for all kinds of tastes and likings. Aiming to cultivate a festive party atmosphere in the tea sector, brands increasingly innovate around popular alcohol flavours, including mulled wine, champagne, wine, and cocktails.

3593907-0_dcddb75469bA guaranteed spirit raiser for many, mulled wine is a popular beverage during the winter season and commonly served at Christmas markets across European countries. Hot and comforting, mulled wine is usually made with red wine, various mulling spices, citrus fruits and sometimes raisins. The tea equivalents to mulled wine feature a combination of selected ingredients like apples, cinnamon and cloves, harmoniously matching the fruity taste of mulled wine, but without any alcohol.

Meanwhile, aiming for a year-round party appeal, tea brands are also innovating around cocktail flavours. In the club scene, visionary mixologists are raising the bar, combining alcoholic spirits with tea to allow consumers to feel that their drink is healthier, and having a shot at cocktail creations with 2643209-1_dcddb75469bwellness appeal. While tea plays an important role in a range of alcoholic cocktails, cocktail flavours are also starting to find a bigger place in tea. Teekanne Heißer Hugo (Hot Hugo Cocktail Tea), for example, has zero alcohol and comprises a fine elderflower and lime aroma that can be enjoyed hot or cold.

Pina Colada is the leadi3338275-0_dcddb75469b (1)ng flavour in cocktail-inspired tea launches, with a number of brands innovating around the long-standing party classic, a sweet tropical drink made with rum, coconut cream, and pineapple. More relevant than ever with nostalgic appeal, brands aim to capture the distinct flavour of the exotic cocktail.

 

 

Julia Büch is a Food and Drink Analyst at Mintel. She specialises in delivering insights on issues affecting the German food and drink market, providing analysis across a range of food and drink categories. Previously Trend & Innovation Consultant at Mintel, Julia was responsible for providing tailored product innovation analysis and client support primarily to Mintel’s German speaking clients.

 

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