Notes from the World Tea Expo 2008

The World Tea Expo is known as the definitive annual rendezvous for the entire tea industry. It gives the attendees a complete overview of the market and let's them keep a finger on the pulse of this evolving industry. This year was no different, as the show, held from May 27th to June 1st in Las Vegas, NV attracted a large crowd of industry professionals (everyone from tea room owners and distributors, to high-profile keynote speakers and young entrepreneurs) to talk everything tea at the Mandalay Bay convention center.

It's no secret that the expo is an ideal place to hunt for latest market trends that will shape the industry in the upcoming years. Behind the glitz, a more insightful eye can spot certain reoccurring themes that give an indication as to the future of a beverage so recently discovered by the masses.

An aspect of tea that benefited from a lot of attention this year was definitely its visual appeal. Similarly to wine, tea is usually judged by the bouche and the nez, yet the current emphasis on the robe proves that tea can be something to be admired by the eyes as well.

The visual splendour is highlighted either by beautifully expanded leaves or radiant colors of infused water - both of which vary dramatically from variety to variety. This makes the visual dimension relevant for tea vendors and tearoom managers alike. Whether to drink or display tea, clear top containers (introduced by Adagio Teas several years ago) and transparent tea ware were a clear hit with both exhibitors and attendees, and are bound to make an impact on the way tea is displayed and packaged in the future.

The expo also offered the opportunity to showcase the unconventional side of tea: as an ingredient in various drinks and foods. For example, Suntory's Zen green tea liqueur stood out as a novel interpretation of a cocktail drink with a sweet green tea flavor, and which, by the way, was one of only a few tea drinks to be enjoyed responsibly at the show.

Likewise, tea continues to be successfully used in small treats like biscuits, chocolates and mints - with, for example, Biscotea, Choclatea and Sencha mints playing with different notes of every possible variety. It feels exciting to witness that tea is appreciated just as much for its taste, as for its numerous health benefits. It can be enjoyed, as well as used. The beverage seems to be regarded not only as an antioxidant quick fix, but also as a flavoursome drink fit for every palate.

Finally, it was hard to ignore the increasing sophistication associated with the tea making process, as a plethora of devices (everything from variable temperature kettles to complete water-purifying systems) attests to the level of skill and detail expected from a superior cuppa. Indeed, premium teas necessitate additional attention to be paid to water composition and temperature, as well as the steeping times - and that's becoming reflected in the quality of instruments used for their preparation.

This is good news for gourmet tea businesses, which again have a chance to capitalize on their premium products and extensive know-how in order to accommodate the needs of a growing number of initiated tea lovers.

The overall verdict of the show? With the market booming with fresh ideas and innovative people, an optimistic feeling accompanied by healthy and flavorsome tea, in whatever shape or form it may be.