Encouraging the New Tea Wave with a Change in Attitude

Editor’s Note: This article is from the new World Tea Expo 2019 white paper, “The Next Wave in Tea: Trends, Issues & Opportunities.” The complimentary report offers valuable insights and advice from some of the top experts and leaders in specialty tea. To download the free white paper, visit .

Andres Jurado

Tea, as with most products, must adapt effectively and efficiently to the fast pace at which consumers change their preference and consumption patterns.

Tea’s next wave must obey guidelines and principles that are consistent with the very essence and mysticism that characterizes this drink itself.

As in any other commercial relationship, there are always several stakeholders and, unfortunately, in many occasions, their interests are contrary to one another. For instance: Producers want to lower their costs and, often, this implies paying unfair salaries or using agrochemical products that pollute and harm the environment. Brands want to offer “great quality” products, but they’re not always willing to pay just prices for the raw materials. And ultimately, this attitude is mimicked by the final consumer.

We must launch and encourage a new wave that promotes a change in attitude with regard to the consumption patterns.

Tea’s new wave must be built on consumers who are much more aware of what they’re drinking, much more informed and, therefore, much more willing to pay just prices for the product they’re receiving.

The only manner in which to begin a change is to spur on a grand wave of knowledge and awareness, based on information and knowledge. The consumers must undertake the task of knowing and understanding deeply that which they’re buying, understanding the production processes as fully as possible, and understanding all that is implied for a tea to possess certain characteristics, which can have a direct impact on its price.

Tea’s next wave must foster the edifice of solid grounds in terms of consumers’ knowledge and further each consumer’s awareness about the true essence of tea, and to strengthen the characteristics of such a magical beverage.

Download the World Tea Expo white paper here: .

Andrés is CEO of Escuela Mexicana de Té and Tian Té. Escuela Mexicana de Té is the first academic institution in Mexico dedicated to teaching and promote tea culture. Since 2013, the EMT has graduated more than 250 students from its different programs. The Tian Té Tea Shop and tea brand is consumed and marketed in more of 100 of the most prestigious hotels and restaurants in Mexico. Jurado is also a tea sommelier, tea designer and expert in tea ceremonies. He’s an advisor and brand spokesman for Mexico for the prestigious British tea brand Twinings, and as an entrepreneur, he fall in love with tea culture in 2011, and in 2012 he founded Coporativo Tian de México, with Ariana Jurado and Cecilia Corral. See Tiante.mx and Escueladete.com.mx.

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• Thursday, June 13, 2019: 9:45 am – 10:45 am
• Room: N254
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