Despite the rising number of tea-based cocktails popping up on bar menus across the country, this is the first time that tea and spirits have been fused into a single product. Noveltea’s current range includes two alcoholic tea blends – Earl Grey gin, pairing two British icons, and mint-tea rum, inspired by Efferoth’s trips to Morocco – and the duo are developing a third, oolong-based variety that draws on Asian tea culture. They developed their products via their university’s start-up package for graduates with great business ideas and, since launching in department store Fenwick last September, have sold more than 10,000 bottles and had their Earl Grey blend promoted by behemoth John Lewis as its Gin of the Month.
As we move into summer-party season, innovative twists on traditional drinks such as these from Noveltea could make for some sizzling sales figures. And it’s not just the UK market that will be raising a glass to the trend – both China and India are seeing similar shifts in their tea-drinking habits, and venture capitalists are keeping a keen eye on opportunities to invest.
Image: Courtesy of Noveltea
Content: courtesy of Flavour Feed