Old familiar blends vs. creative house blends
It’s a dilemma for anyone who owns or manages a tearoom: how many different teas shall I carry and how many of them should be funky house blends? Looking at sales for 2011, our top four sellers were very traditional teas: an earl grey, a breakfast blend, a masala chai, and a Moroccan mint (note that only one of those is unflavored). The next six were all creative flavored teas.
UPDATE March 2013: Results for 2012 weren’t much different from the 2011 results cited above.
Reading that may make you think that the classics aren’t important for the tea bar, but let’s look behind those numbers:
First of all, those only reflect our bulk tea sales, not sales by the cup. I don’t have a good system in place for tracking sales by the cup — especially since we make some special by the cup blends for our regulars — but I’d guess that a lot more of our cup sales are straight traditional tea than the bulk numbers indicate. When I’m behind the bar, I sell a lot of Darjeeling, assam, sencha, silver needle, dragonwell, Scottish breakfast, jasmine green, taiguanyin, and shu pu-erh by the cup.
Second, those numbers include web sales. On the web, there are many many sources for sencha or Darjeeling, and we compete against the huge Internet retailers who can undercut our prices. On the other hand, there is only one source for our house blends like Mr. Excellent’s Post-Apocalyptic Earl Grey or Coyotes of the Purple Sage. We sell very little dragonwell on the web site compared to our house blends.
When deciding what tea to carry in your shop, the first thing to ask yourself is, who is your target audience? If you want to capture the Celestial Seasonings fan, you want to have a lot of flavored blends with colorful logos and clever names. If you want to capture the serious tea fan, you’d better have a good selection of unflavored tea of various styles and origins.
Of the styles, a casual shop would be expected to have black and green at the very least, with at least one white and one oolong. A more serious shop should expand the oolong selection significantly and add a couple more white teas and at least one or two pu-erhs. The sign of a teahouse that really caters to the connoisseur would be an extensive collection of ripe (shu) and raw (sheng) pu-erh in both loose and cake form, and a yellow tea or two.
When it comes to origins, a shop can go two different ways: specialized or generalized. It’s easy to put together a tea selection covering every style where all of the tea comes from China. It’s possible to cover the four basic styles from countries like India and Kenya, although the selection of oolongs and whites will be pretty sketchy. In my opinion, a generalized shop should have tea from, at the very least, China, Japan, Taiwan, India, Kenya, and Sri Lanka.
If you are going to offer house blends, I’ve found that they do best with unique names, preferably tied to your theme or location. Your customers can find English Breakfast and Moroccan Mint anywhere, and many would argue that you should use exactly those names so that your customers can find something familiar. On the other hand, hearty adventurers who find a tea shop in New York offering Buffalo Breakfast and Manhattan Mint are likely to come back for more if they like it instead of just grabbing generic English Breakfast and Moroccan mint at the next store they see.
You’ll want to offer some caffeine-free alternatives as well. It’s a philosophical decision whether you want to offer decaffeinated tea, naturally caffeine-free alternatives (e.g., rooibos), or both. Lately, we have a lot more customers specifically looking for rooibos. Most of them want flavored blends, but there’s enough demand to keep plain organic red and green rooibos available as well.
The bottom line is that your tea shop should reflect your personality. If people want a drab corporate-looking shop, they’ll go to Teavana. An independent tearoom should be unique, and the tea selection is even more important than the decor in conveying that uniqueness.
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.
“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.