Brits swap booze for brews for Dry Jan
It’s not just booze-free wine that Brits are enjoying this January, it seems the nation is taking being ‘tea-total’ to its core, as the love of the iconic cuppa hits new heights.
The UK already drinks a whopping 100 million cups of tea every day[1], and new data from Tetley (www.tetley.co.uk), shows that this aromatic, tasty beverage is fast becoming the tipple of choice during Dry January too.
Tetley has seen a growing spike in retail sales in the month of January for the several years, with January 2022 (vs December 2021) seeing a rise of nearly 16 per cent. This growth is driven by all the various types of teas that Tetley offer, which shows that consumers are looking to try different types of teas and expand their repertoire.
Tetley predicts this trend will continue in 2023. Search terms for tea and Dry January* have been on the rise with many taking to social media to champion the cuppa. @masonicfight says: So I have decided to not drink for a little bit…. the beauty of not drinking tonight is a cup of tea and a Mars bar after dinner. Bliss! While @RobertRankine says: GOOD MORNING… tea in the morning… Dry January… have a beautiful day.**
With the third Saturday of the year (21st January aka Damp January[2]) cited as the day most likely to see the UK’s commitment to Dry January drop-off, Tetley has launched a tea-riffic booze-free brew tasting guide intended to help the nation be tea-total and taste their cuppas like a pro.
Developed by Tetley’s Master Tea Blender Philippa Thacker, the guide seems to mirror that of a professional wine tasting guide, but for a brew, and can be used by beginners through to tea tasting gurus who want to channel their inner tea-sommelier at home.
The guide includes descriptors on tea flavour and strengths across black, herbal and fruit, expert advice on how best to stir (not swirl) and sniff tea – just as you would wine – as well as the best tea pairing for different times of the day.
Tetley’s Master Tea Blender Philippa Thacker says: “It’s fascinating to think that Britain’s love of tea could get any bigger, and yet it grows. More than just a morning pick me up, or a hug in a mug after a hard day’s work, tea is flavoursome, full of variety and available in different strengths, meaning the right cup of tea can offer a perfect alternative to something boozy for any occasion.
“For those now feeling like they’re dropping in their determination to see out Dry January, the tea tasting guide will bring a little social construct back to enjoying a brew. So ditch the bottle of wine, and spill the beans over a cuppa and enjoy the same social values as sharing an alcoholic drink together.
“Unlike wine, you’ll be using boiling water so for best results, use a porcelain mug or cup if available otherwise your favourite mug or heatproof glassware would work well too.”
