Already an established category in the US, alcoholic tea is new to the UK market and offers British consumers a more grown-up flavour profile compared to the sweet, candied cocktails prevalent in the RTD category.
“Twistea takes the nation’s favourite drink and, with an innovative spin, extends it into a new category” said Nicola Cannon, Senior Brand Manager for Twistea. “Consumers love to experiment with tea. While it will come as no surprise that us Brits love a brew, data shows that our taste for tea goes beyond the traditional builders’ blend, as consumers look for new and adventurous flavours to try.”
The average UK household currently has three different types of tea in their kitchen cupboard; from herbal, to fruit, to iced and now alcoholic, tea has the potential to unlock substantial incremental spend to the RTD category. “Tapping into the huge number of tea drinkers in the UK who do not currently shop the RTD category presents a clear opportunity for retailers. With purchase intent highest amongst speciality tea drinkers in particular, Twistea also meets key RTD category purchase drivers, making it a must stock product this summer,” added Cannon.
Using tea leaves from a small family run plantation in Malawi, Twistea is cold brewed over 24 hours then fused with 100 per cent natural, grown-up fruity flavours. The result is a great tasting alcoholic tea with a twist, available in Blood Orange & Mandarin, White Peach & Mango, Lemon & Lime, and Rhubarb & Ginger. Twistea is offered in a convenient can format with an amusing design, and is vegan, gluten-free, low in sugar and less than 90 calories per can.