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Tea Lattes
The coffee industry would have you believe that the word “latte” means “espresso with steamed milk.” That basically is what “caffelatte” means, but “latte” just means “milk” in Italian. A tea latte is every bit as much a latte as a coffee latte, and the growing popularity of masala chai lattes has been bringing that point home to coffee drinkers of late. In the coffee world, a latte is typically made by preparing the espresso, mixing in the milk, and then adding foam on top. The milk is there to add flavor and to cut the espresso so it doesn’t taste as strong. In the tea world, the milk serves a somewhat different purpose. For the record here, I am not talking about Starbucks-style chai lattes, which are made with a sweet syrup. I’m talking about tea that’s fresh-brewed in milk and water.
Flavors and nutrients from tea leaves extract well in water. That’s why a straight cup of tea tastes so good. That’s why people who like milk in their tea traditionally add the milk after the tea is brewed. A lot of other things, however, don’t extract quite as well.
Many of the flavors in a masala spice blend (no, they aren’t chai spices — chai just means “tea” in Punjabi) are lipophilic. Directly translated, this means “fat-loving,” which means that they extract much better in fats (e.g., milk) than in water. That’s why it’s important to brew the masala chai in hot milk and water instead of just adding the milk later. In my tea bar, we’ve done side-by-side taste tests of tea lattes made both ways. We use a milk heater/frother instead of using the steamer that’s found on commercial espresso machines. We tried steeping the tea in water and then adding the frothed milk vs steeping the tea in a 50/50 blend of hot water and frothed milk. In this entirely subjective set of tests using our employees and customers, the lattes brewed with milk won consistently. I realize that our production method wouldn’t work in a typical coffee shop where people are rushing in and out on their way to work. They want their drink now. They don’t want to wait four to seven minutes for a fresh-brewed cup. But in a tea bar like mine, things are different. We make a lot of lattes — close to 1/3 of all of the cups we serve. We offer a choice of milk (nonfat, 2%, whole, half-and-half, soy, almond…), and over 150 different types of tea.
The majority of our lattes are served unsweetened. For those who want it sweetened, however, we do the same thing we do when making traditional sweet tea: we add the sweetener when we’re brewing instead of at the end. Most of our customers go for either plain sugar or agave nectar, but we offer other options there, too: flavored hail sugars, honey, stevia leaf, stevia powder, and other artificial sweeteners. You can’t do something like this in a fast-moving production line environment, but you can do it at home. A milk heater/frother is less expensive than a high-end home coffeemaker. We started out with Keurig units, but found they didn’t hold up to commercial use. There were too many fragile parts, and most of them broke in the first six months (that Keurig unit didn’t even end up on this list of the top 10 frothers). We switched to the Capresso frothPRO and we’ve been quite happy with them. They aren’t the fastest solution, but they’re solid, reliable, and easy-to-clean. It’s also easy to switch between heating/frothing and just heating. If you don’t want to invest $50-$100 in a frother/heater, there’s another solution that works great at home. Just heat the milk in the microwave. Don’t let it go to a boil, but get it as hot as you can without boiling it. There are quite a few handheld battery-powered electric whisks available if you like it frothy; the list I linked in the previous paragraph includes three of them.

SCHIUMA battery operated milk frother
How do you know which types of tea work best in a latte? Experiment. One of the most popular tea lattes is called a London Fog. It’s very straightforward: just Earl Grey tea and a 50/50 mix of milk and tea. We usually start the tea steeping in water and add the milk halfway through. Make sure you use the right amount of tea leaf for the total volume of milk and water; if you’re using 8 oz of milk and 8 oz of water, use enough leaf for a 16 oz mug. Many of our blends with cinnamon make good lattes, as do fruity teas. We use sweetened matcha powder for our green tea lattes. Want something different? Try making a strong shu pu-erh latte with chocolate milk. Experiment, have fun, and then teach all of your coffee-drinking friends just how many kinds of latte there are!
Making traditional masala chai at home

You can keep your hot chocolate. I’ll take a delicious masala chai latte on a snowy day!
Before we address the topic at hand, may I take a moment to get something off of my chest?
Today we are discussing a tea called masala chai. The word “masala” refers to a yummy blend of spices, often containing cardamom, ginger, and pepper. The word “chai” means “tea” in Hindi (and Urdu, and Russian, and Bulgarian, and Aramaic, and Swahili, and a variety of other languages). Therefore, when you refer to “chai tea,” you’re talking about “tea tea.” Although most Americans call masala chai just “chai,” they really should be calling it “masala” or “masala tea” if they don’t want to say “masala chai.”
We can thank the coffee industry for confusing our terminology a couple of decades ago, as they coined the phrase “chai latte” to differentiate masala chai (traditionally made with milk) from coffee lattes. Your other word of the week is “latte,” which just means “with milk” and has nothing whatsoever to do with coffee. Tea made with heated and frothed milk is a latte, too!
Thank you. I feel better now. On to the aforementioned topic at hand:
I would never presume to tell you the right way to make a cup of tea. As I’ve mentioned so many times before, there is no single right way to do it. In this post, however, I will talk about one of the traditional ways to make masala chai. In India, where this concoction (or decoction, if you prefer) originated, it is almost always made with milk and sugar.
In a coffee shop, masala chai (which they usually call a chai latte) is almost always made from a pre-sweetened concentrate. It’s quick and easy to make, and it tastes pretty good. But it doesn’t taste like authentic masala chai.
In a tea shop, masala chai is usually brewed fresh from a blend of black tea leaves and masala spices. If they add milk, it is usually poured in after the tea is brewed, unless the tea shop is specifically set up for lattes. You get that fresh-brewed taste, but somehow the spices don’t seem quite right to me (my tea bar does it differently, but that’s a topic for another post).
At home, you can make it the way they do in India.
The masala spices
First of all, the masala spice mix and the tea (chai) are usually purchased and stored separately. Just as many Americans have a family chili or soup or cookie recipe, many Indian families have their own masala recipe handed down through the generations. You can research and experiment to come up with your own, or go to your favorite tea shop and see if they have a blend for sale. Many tea shops (including mine) will sell you the masala spice mix they use in-house without the tea.
If you’re really serious about it, you’ll make each batch up fresh, grinding cardamom, cloves, cinnamon, pepper, ginger, and whatever other spices you use as needed. I know a few folks that do it that way, but not many. I’d recommend starting with a mix that you like.
The tea
In India, the tea leaf of choice is usually a rich black Indian tea like Assam. It’s brewed pretty strong so that you can taste the tea through all of the spice and milk and sweetener. That doesn’t mean you need to use an Assam, but it’s a good place to start.
The milk
Milk serves a definite purpose in masala chai. You can extract flavor from many spices much better in fats or oils than you can in water, as any chef will tell you. Steeping the spice blend in milk will result in a richer, more nuanced flavor than steeping it in water. In India, the milk of choice is typically water buffalo milk, which can be difficult to get hold of here in North America. The usual substitute is whole milk, although 1% or 2% is common with the more health-conscious crowd. Nonfat milk is rather pointless, as the fat is the main reason for using it.
The sweetener
Sugar. Some drink their masala chai unsweetened, but if there is sweetener, it will typically be sugar.
That said, when I’m making masala chai at home, I usually use honey or agave nectar.
The process
You’ll need a pan, a stove, and a strainer to do this. This is my recipe for making enough for you and a few friends. Adjust accordingly if you’re drinking it by yourself.
- Heat up a pint (16 oz) of milk in the pan, but do not bring to a boil!
- Add 1-1/2 tablespoons of masala spice mix and simmer for five minutes, stirring gently
- Bring a pint (16 oz) of water to a boil in a kettle or microwave
- Add the water to the pan along with 1-1/2 tablespoons of tea leaves
- Stir in 1 teaspoon of sugar or honey
- Allow to simmer for another five minutes, stirring occasionally
- Pour through strainer to remove leaves and spices, and serve immediately
Put out more sugar or other sweetener for your guests. That single teaspoon is a lot less than a traditionalist would use, but I prefer to let everyone choose their own level of sweetness.
For best results, enjoy with your favorite Indian foods. Masala chai does a wonderful job of cutting the spiciness of curries. You can also use your masala chai tea in your Indian cooking: see my post on Chai Rice.
NOTE: The resulting masala chai will not look like the latte in the picture above. To get that look, I frothed up some milk and placed the foam on the top of the cup, and then added a dash of cinnamon powder.
Quick and Easy Chai Rice
Sometimes you want to add flavor to a dish without doing something complicated. A perfect example is plain white or brown rice. Here’s a nice trick, especially if you’re cooking Indian food.
All you have to do is follow the recipe for your rice, but substitute chai tea for the water. I recommend brewing the tea strong, using twice as much leaf as you’d normally use in that quantity of water. Add boiling water to the leaves and give it five to seven minutes to steep. Then strain off the leaves and spices, add the tea infusion to your rice, and follow the rest of the directions as normal.
This even works with instant rice, which can otherwise be pretty bland.
Sweetening Tea
I rarely sweeten my tea, with a few notable exceptions (chai just doesn’t taste like chai if I don’t add some honey and milk to it). That doesn’t, however, mean I have a problem with you sweetening your tea. I’ve written before about tea absolutists (a.k.a. “tea Nazis”) and their attitudes. I hope I never become one.
What does kind of bother me, however, is preparing a cup of a new and interesting tea for a guest and having them sweeten it before they taste it. For some people, though, they know how they like their particular favorite tea, and they assume that’s how they’ll like all tea. I think it indicates a general unawareness of the breadth of flavors in different varieties of tea.
A friend of mine came by the tea bar the other day, and I was excited to pull out a new tea for her to try. She was born in Ireland, and lived in the British Isles for most of her early life. I know she likes strong black tea, so I figured she’d really like this Royal Tajiri. I asked her, “would you like to taste it plain before you add your milk?”
She looked at me like I was nuts and said, “plain is with milk.”
Back on the subject of sweetening, times are changing. Used to be, a tea bar or coffee shop could put out a bowl with some of the white packets (sugar), some of the blue packets of aspartame (NutraSweet/Equal), and some of the pink packets of saccharin (Sweet’N’Low), and everyone was happy. Expectations have gone up, though. Now, you really need to have the green packets of stevia (Truvia/PureVia), yellow packets of sucralose (Splenda), and brown packets of natural brown sugar. And perhaps a jar of honey, a jar of agave nectar, and a jar of pure maple syrup.
Some want the most “natural” sweetener they can get. Others have a particular sweetener that they like the taste of. Others are primarily worried about the calories. For those who wish to experiment, I’ve been trying something a little different lately.
Stevia is a plant native to Paraguay that’s now being grown in a bunch of countries. It has a number of sweet components to its leaves, and the most potent (Rebaudioside A) is the base compound used to produce the powder in the green packets. That powder has a slight but noticeable flavor, which you’ll definitely pick up in a delicate tea (not that any of you would actually sweeten a delicate tea, would you?).
I’m now stocking dried raw stevia leaf in the tea bar. I use it — quite sparingly — in a couple of my house blends to add a touch of sweetness, and I’m starting to get more customers asking me to drop a pinch of stevia leaf in the pot when I’m brewing their tea. The flavor from the raw leaf is different from the flavor you get from the processed powder. Is it any more “natural” than the powder? I really don’t think so. But it feels different to add some leaves to your infusion instead of stirring a powder from a packet into the finished tea.
Going back to my mantra: whatever method of preparation works for you is the right one — for you.
Keurig K-Cups and Tea
We checked into the Lake Hotel in Yellowstone last week for the latest stop on my book signing tour. As usual, I schlepped in all of my tea stuff so I could have a decent cup in the morning: electric kettle, teapot, a selection of loose-leaf tea.
Frequently, hotels have coffee makers in the room (unless you’re in Las Vegas), but I don’t like having my tea water taste like coffee, so I don’t use them.
In this room, however, was a Keurig® B130 In-Room Brewing System, the kind that uses the single-serving K-Cups. The sampling of K-Cups in the room included two regular coffees, two decaf coffees, one tea, and one herbal blend. I decided to give their Celestial Seasonings English breakfast tea a try. For some reason, Celestial Seasonings decided not to capitalize “English.” Because of my Scottish heritage, that makes me smile, but that’s irrelevant to the subject at hand.
Following their instructions, I took the sealed cup, which had its lid puffed out from the altitude, and inserted it in the machine. When I closed it (puncturing the top & bottom of the cup), the top of the coffee maker popped open. I added a cup of water, set the mug in its place, and looked for adjustments. Finding none, I just pressed “brew.”
The cup was ready surprisingly fast (one point for the machine), with much hissing and burbling. And it tasted like … your basic cup of breakfast tea in a restaurant. I don’t take milk or sugar in my tea, so I use shorter steeping times than the British generally do. Unfortunately, there are no adjustments on this machine, so I got a stronger, more astringent brew than I wanted. Minus one point.
I couldn’t taste any coffee at all in my tea — and I am pretty sensitive to that flavor — so that’s plus one point.
After my wife removed the tea K-Cup and made herself some coffee, I decided to see if I could get a second infusion out of the tea. I carefully lined up the puncture hole on the bottom of the cup and reinserted it. I followed the rest of the process as before, and got a pretty decent second cup. It was weaker than the first, of course, and similar to what you’d get if you reused a tea bag.
Opening the used cup gave some insight into the workings. As you’d expect with a mass-market breakfast tea, they used CTC (crush, tear, curl) processed leaves, broken into quite small pieces. This provides the large surface area needed for the accelerated brewing process Keurig uses.
I understand you can purchase special K-Cups to fill yourself. It would be interesting to play around with whole-leaf teas and tweak the amount of leaf. Unfortunately, since you can’t adjust water temperature, the Keurig would destroy delicate white or green teas, and since you can’t adjust steep times, it would produce bitter oversteeped pu-erh or Darjeeling.
Interestingly, I took a look at the list of tea K-Cups on Keurig’s website, and it does include green and white tea. I’m guessing that their target audience probably uses boiling water in green tea anyway, and doesn’t realize it’s not supposed to taste like that. Most of their 50 selections are black tea, of course, and many are herbal tisanes rather than tea. There are a couple of chai selections there, and I’m guessing those would work.
In conclusion, if you’re looking for a fast, easy way to replicate your basic restaurant-style black tea, the Keurig will work admirably. If you want more than that, it’s a lot cheaper to buy an electric kettle and an IngenuiTEA, and you’ll get much better tea, too. The Keurig Brewer is at heart a coffee maker, and using it for making tea is like driving nails with a wrench: you can do it, but it’s a sub-optimal solution.
A Nice Cup of Tea
On January 12, 1946, the Evening Standard published an essay by George Orwell entitled “A Nice Cup of Tea.” Like almost everyone else in my generation, I had to read his books Nineteen Eighty-Four and Animal Farm in school. They told us a lot about society and a lot about English culture, but not much about tea.
Orwell was British, and born in 1903. These two facts tell you a lot about how he viewed tea. I’ve written before about “Tea Nazis,” who believe that their way of preparing tea is the only way to prepare tea, and this essay is a marvelous example of that philosophy in action.
He opens the essay by saying that if you look up “tea” in a cookbook it’s likely to be unmentioned. That was very true in 1946. It is less true now, but even though there are a lot of wonderful books about tea, mainstream cookbooks generally find it unnecessary to describe how to prepare a pot (or a cup) of tea.
Orwell continues by pointing out that tea is a mainstay of civilization in England, yet the “best manner of making it is a subject of violent disputes.” Judging from conversations I’ve had with British friends, I’d have to agree with that. His next paragraph sets the tone for everything that follows:
“When I look through my own recipe for the perfect cup of tea, I find no fewer than eleven outstanding points. On perhaps two of them there would be pretty general agreement, but at least four others are acutely controversial. Here are my own eleven rules, every one of which I regard as golden:”
Since in my humble opinion just about everything related to preparing tea is subjective, I’d like to present my own take on Orwell’s eleven rules. Lets look at them one at a time.
“First of all, one should use Indian or Ceylonese tea. China tea has virtues which are not to be despised nowadays — it is economical, and one can drink it without milk — but there is not much stimulation in it. One does not feel wiser, braver or more optimistic after drinking it. Anyone who has used that comforting phrase ‘a nice cup of tea’ invariably means Indian tea.”
Here, I must vehemently disagree with Mr. Orwell. Perhaps the fact that he was born in India is showing through here. There is excellent tea from China (and Japan and Kenya and Taiwan…). If you want a beverage that will make you feel “wiser, braver or more optimistic,” I would recommend tequila. If you want tea that tastes good, you can find it all over the world.
Incidentally, when Orwell refers to “Ceylonese” tea, he means tea from the country that was called Ceylon when he wrote this essay, but became Sri Lanka when it achieved independence in 1948. We still typically call tea from Sri Lanka “Ceylon” tea.
“Secondly, tea should be made in small quantities — that is, in a teapot. Tea out of an urn is always tasteless, while army tea, made in a cauldron, tastes of grease and whitewash. The teapot should be made of china or earthenware. Silver or Britannia-ware teapots produce inferior tea and enamel pots are worse; though curiously enough a pewter teapot (a rarity nowadays) is not so bad.”
He has an excellent point about the small quantities. To me, this means preparing it by the cup rather than by the pot, and there is a lot of excellent teaware available for that purpose. Although china, earthenware, and ceramic teapots do add something to the tea, using plastic or glass pots allows you to watch the tea steep. It also adds (and detracts) nothing to the flavor.
“Thirdly, the pot should be warmed beforehand. This is better done by placing it on the hob than by the usual method of swilling it out with hot water.”
I agree that pre-warming the pot helps to keep the water hot as the tea steeps.
“Fourthly, the tea should be strong. For a pot holding a quart, if you are going to fill it nearly to the brim, six heaped teaspoons would be about right. In a time of rationing, this is not an idea that can be realised on every day of the week, but I maintain that one strong cup of tea is better than twenty weak ones. All true tea-lovers not only like their tea strong, but like it a little stronger with each year that passes — a fact which is recognized in the extra ration issued to old-age pensioners.”
My biggest problem with this “rule” is the statement that “all true tea-lovers not only like their tea strong.” In fact, many tea lovers like a shorter steeping time so that the flavor of the tea isn’t overwhelmed by the bitterness and tannins that come out later in the steep.
“Fifthly, the tea should be put straight into the pot. No strainers, muslin bags or other devices to imprison the tea. In some countries teapots are fitted with little dangling baskets under the spout to catch the stray leaves, which are supposed to be harmful. Actually one can swallow tea-leaves in considerable quantities without ill effect, and if the tea is not loose in the pot it never infuses properly.”
Philosophically, he’s right. Allowing the water to circulate freely through the leaves does improve the infusion process. I do prefer not to consume the leaves (unless I’m drinking matcha), but a proper modern infuser will catch pretty much all of them.
“Sixthly, one should take the teapot to the kettle and not the other way about. The water should be actually boiling at the moment of impact, which means that one should keep it on the flame while one pours. Some people add that one should only use water that has been freshly brought to the boil, but I have never noticed that it makes any difference.”
Clearly, Mr. Orwell was aware of only one kind of tea: black. While boiling water is the right way to go for black and pu-erh tea, you get much better results with green and white tea if you use cooler water. I won’t get into the oolong debate at the moment…
The little aside that he snuck in here about freshly-boiled water is perhaps the biggest point of argument I hear from tea lovers. Does your tea really taste different if the water is heated in a microwave instead of being boiled in a teapot? Does the tea taste different if you reboil water that has been boiled before? In a blind taste test, I can’t tell the difference. Perhaps you can.
“Seventhly, after making the tea, one should stir it, or better, give the pot a good shake, afterwards allowing the leaves to settle.”
I confess. I do this.
“Eighthly, one should drink out of a good breakfast cup — that is, the cylindrical type of cup, not the flat, shallow type. The breakfast cup holds more, and with the other kind one’s tea is always half cold — before one has well started on it.”
Your cup is as personal as your clothing or your car. Most of the time, I use a 16-ounce ceramic mug made by a local potter. When I’m trying a new tea, I make the first cup in a glass mug so I can see it better. I typically use a smaller cup for matcha, a bigger one for chai lattes, and a bigger one than that for iced tea.
“Ninthly, one should pour the cream off the milk before using it for tea. Milk that is too creamy always gives tea a sickly taste.”
Unless I’m drinking chai, I do not add milk to my tea. I have made the occasional exception (I actually like milk in purple tea), but I generally prefer to taste the tea, not the milk.
“Tenthly, one should pour tea into the cup first. This is one of the most controversial points of all; indeed in every family in Britain there are probably two schools of thought on the subject.
The milk-first school can bring forward some fairly strong arguments, but I maintain that my own argument is unanswerable. This is that, by putting the tea in first and stirring as one pours, one can exactly regulate the amount of milk whereas one is liable to put in too much milk if one does it the other way round.”
When I make chai, I don’t use either of Orwell’s methods. I find that the spices extract better with the lipids in the milk present than they do in water alone. In other words, I heat the milk and add it to the water while the tea is steeping. It changes the flavor considerably.
When I’m adding milk to any other tea, I typically put it in the cup first and then add tea to it.
“Lastly, tea — unless one is drinking it in the Russian style — should be drunk without sugar. I know very well that I am in a minority here. But still, how can you call yourself a true tea-lover if you destroy the flavour of your tea by putting sugar in it? It would be equally reasonable to put in pepper or salt.”
Good point, Mr. Orwell. Now please substitute the word “milk” for “sugar” in this paragraph. Then go back and read rule nine. I don’t sweeten my tea (chai being the exception again — I like some honey in it), but I see nothing wrong with doing so. Adding a bit of sugar is no different than adding a bit of milk.
Oh, and by the way, tea was traditionally prepared in salt water in ancient China. And one of my favorite chai blends does, indeed, contain pepper.
Orwell continues…
“Tea is meant to be bitter, just as beer is meant to be bitter. If you sweeten it, you are no longer tasting the tea, you are merely tasting the sugar; you could make a very similar drink by dissolving sugar in plain hot water.
Some people would answer that they don’t like tea in itself, that they only drink it in order to be warmed and stimulated, and they need sugar to take the taste away. To those misguided people I would say: Try drinking tea without sugar for, say, a fortnight and it is very unlikely that you will ever want to ruin your tea by sweetening it again.”
Again, Orwell is speaking only of black tea here. I do not expect bitterness in, for example, a Long Jing Dragonwell green tea. And I would argue that there are a lot of fine black teas that have minimal bitterness: Royal Golden Safari from Kenya, to pick a favorite of mine.
If I had to pick one issue to argue in this essay, it would be that George Orwell considers all tea to be the same (after eliminating the majority of the world’s production by limiting himself to India and Sri Lanka). Even within the world of black tea, there is immense diversity. I don’t use the same preparation methods or expect the same results for a malty Assam tea and a delicate first flush Darjeeling — much less a smoky Chinese lapsang souchong.
My recommendation? Experiment. Try new teas, and try them first without adding milk or sweetener. Use your supplier’s recommended water temperature and steeping time. Taste the tea. THEN decide whether you want to steep it for a shorter or longer time; whether it needs a bit of milk; whether you’d prefer to sweeten it.
The best tea is your favorite tea, prepared just the way you like it.
Teavana: That was a disappointment
I love visiting other tea shops and other bookstores, especially shops that carve out their own niche. When visiting other people’s shops, I get great ideas for our own tea bar, learn new things, taste new teas, and get an opportunity to chat with other people who share my obsessions. I’ve heard a lot about Teavana, and I was quite looking forward to visiting one on our trip to California last weekend.
I found their selection of teaware impressive. The overwhelming majority of it was oriental, but they had some nice new avante-garde items and a few English teapots. At first glance, their selection of tea is impressive, too. They had 117 varieties of loose-leaf tea in big tins behind the counter. First impression: positive. Then it began falling apart.
I knew what I wanted. I was in the mood for a cup of pu-erh while I browsed. Unfortunately, there were two employees there — one behind the bar and one roaming the shop — and the roamer really wanted me to try all the free samples and look at all the pots. I didn’twant to try the samples. It was an effort to get past him and order a cup of tea.
Next problem: They don’t have any unflavored pu-erh. Every single blend they had contained fruits or flowers or something. No vintage aged pu-erh bricks. Not even a generic blend. Ditto on rooibos. No unflavored red or green. Every single one was blended with other stuff.
Okay, clearly this place isn’t for purists. Let’s switch to chai. The fellow behind the counter found me an oolong-based chai, which (aside from too much cinnamon, in my humble opinion) was pretty tasty. Generally, I don’t put milk in my tea, but chai is an exception. I don’t like it as sweet as most Indians do, but I like some milk and a touch of honey.
The Teavana shop had no milk. None. Only some non-dairy creamers. As I said, I don’t put milk in my own tea, but our tea bar has nonfat, 2%, whole milk, half-and-half, and soy milk. I want to make sure I have whatever the customers want. Teavana doesn’t appear to think that way.
Then my wife came up and pointed out another problem. They had six different teas available for tasting that day. Every single one was pre-sweetened — and not one was pure tea (they were all fruity or herbal blends). If you want to sell me your product, let me taste the tea, not the sugar. And what would a diabetic have done in there?
Overall, I found myself thoroughly unimpressed. When I want a really nice cast-iron teapot, I may check out a Teavana. For the tea itself, I’m going back to looking for independent tea rooms and shops when I’m on the road.
Complicated drinks, education, and consistency
Jul 7
Posted by Gary D. Robson
Is there some particular tea concoction that’s “your” tea drink? Is it something complicated? You’ll hear people every day in Starbucks ordering coffees that take twenty words to describe, but we don’t run in to that much in the tea bar … yet.
Comic used with permission. Courtesy of Scott Kurtz and PVP Online.
Why is it that more coffee drinkers than tea drinkers tend to be like the guys in this PVP Online comic? I think it’s a matter of education and consistency.
Most of our regulars at the tea bar are like me: they order something different each time they come in. I may go through phases where I drink nothing but malty Assam for a few days, but then I’m back to switching it up. I also drink different tea in the morning than I do in the afternoon or evening. Of course, I’m also that annoying guy that will go into a bar four times, order something completely different each time, and then ask for my “regular” on the fifth visit.
We do have some regulars that are consistent, but their drinks tend to be simple: a cup of sencha, Scottish breakfast with a touch of milk, or iced mango oolong. As people learn the menu and zero in on what they like, that is beginning to change a bit, though.
Amber is from the South. She likes her tea sweet, and she loves boba tea (a.k.a. “bubble tea”). I finally put the “Amber special” on the menu so she didn’t have to describe her boba tea made with Cinnamon Orange Spice tea, vanilla soy milk, and triple the usual sweet syrup.
Phyllis isn’t much of a tea fan, but she found herself drawn to Hammer & Cremesickle Red, which is a rooibos/honeybush blend. She likes it prepared as a latte with frothed 2% milk and a bit of honey.
Starbucks has dramatically changed coffee culture, much as McDonald’s has changed restaurants (I’m going to catch grief for that one, I know, but keep reading). You can go into a McDonald’s in an unfamiliar city, and you know that Big Mac and fries will be just like the ones back home. Similarly, you can go into any one of 19,555 Starbucks franchises and be comfortable that your half-caf double-shot venti skinny hazelnut macchiato will taste just like it would from the franchise back home. They have taught the world their own terminology (education) and made sure that the drinks are prepared exactly the same at each franchise (consistency).
Let’s look at those two factors as they apply to tea:
Consistency
The world of tea is generally not a good place for consistency. Even for fans of a single type of tea, the options are legion. There are dozens of matchas, hundreds of oolongs, and each has its own unique flavor. My tea bar offers six types of milk (nonfat, 2%, whole, half-and-half, vanilla soy, and almond), where another may offer 1%, light soy, and whole. When I went into the tea business’ closest thing to a national chain (Teavana – you can read about my visit here), they didn’t offer milk at all. You may go into one tea shop that has a hundred Chinese green and white teas and an English tea shop that has only black teas.
There’s a strong parallel to be drawn here with independent bookstores and big chains. You can find exactly the same books at a Barnes & Noble in Austin, Texas as you’d find in San Francisco, Denver, or New York. On the other hand, two indie bookstores a block apart can offer completely different experiences.
Tea aficionados revel in this. I enjoy wandering into a tea shop that has dozens of different pu-erhs available and tasting something I’ve never had before, even though I know the odds of finding that 1935 Double Lions Tongqing Hao anywhere else are close to zero (and the odds of being able to afford it are similar).
Tea shops can help a lot with this problem by proper labeling and by knowing the products well enough to compare our wares with popular brands from elsewhere. If someone walks into my shop that likes Constant Comment, I can guide them to my closest loose-leaf blend (that would be the aforementioned Cinnamon Orange Spice). If someone buys a mountain-grown Wuyi oolong in my shop, the next tea shop they visit should be able to give them something with a similar flavor profile.
Consumers can help by asking questions. If I have a breakfast tea I enjoy, I’ll ask the shopkeeper what’s in the blend. Then I’ll know to ask for an Assam/Tanzanian black breakfast tea blend next time I want something similar. I watch (or ask) how much leaf they use and what temperature the water is. Again, if I don’t know how they brewed it, I can’t ask for it to be prepared that way next time.
Education
The tea industry is where coffee and wine were a few decades ago. The average person has no idea what the difference is between a green tea and a white tea, but they know the difference between Merlot and Chardonnay. Tea people need to focus on education the same way wine and coffee people have done.
Educating customers is a bad thing for the mediocre shops. The more people learn about tea, the less likely they are to buy lower-grade products, and the less likely they are to buy from people who don’t know what they’re talking about. Once the person who’s been buying pre-sweetened chai from a box tastes fresh-brewed chai, they won’t be switching back.
On the other hand, education is a great thing for consumers and for good tea shops.
The more you know as a consumer, the better you’re able to find what you like and recognize the good products (and good prices). Educated consumers will frequent the better shops, and spend more money there, benefiting both the shop and the customer.
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Posted in Tea Biz
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Tags: boba tea, chai, coffee, consistency, Constant Comment, education, McDonald's, PVP Online, Scott Kurtz, Starbucks, tea, wine