Fresh Cup Magazine, providing specialty coffee and tea professionals with unique insight into the trends, ideas, products and people that shape their world.
Issue link: http://freshcup.epubxp.com/i/123507
IT SHOULD ALL TASTE GOOD As an experienced taster, you are likely drawn to certain teas and herbals that speak to a more refined palate—perhaps a Golden Monkey black from the Fujian area of China or a Taiwanese oolong. But how do you make sure you also taste and check the quality of all the blends aimed at newer drinkers? One helpful technique is to find versions of Earl Grey, English Breakfast and other widespread favorites that are so well-crafted you'll find yourself happy to sip them, instead of forcing yourself to choke WHOA, THAT'S A LOT OF TEA If tea retailers themselves can sometimes struggle to stay up on the specifics of all the teas they sell, imagine what it must feel like for a newbie customer who walks in the door. The key to reducing consumer intimidation? Clear, simplified education. "We start right away educating our customer on how to drill down by region, grade and season," says Mark Mercier of Vancouver, B.C.'s Granville Island Tea, which offers 150 teas to retail customers. "This means teaching them how regional teas taste and how cuts of leaf and season affect a particular region. At that point, we hand over the keys and let their palate dictate the direction of inquiry." them down. "You may not drink them all regularly, but you should honestly like them," says Hammond. "If you don't enjoy, say, Earl Grey, ask yourself why. Too dry? Too bitter? Think of what a better Earl Grey would taste like and then go find it." Holding tasting sessions with the entire staff is another good strategy in this area. Group cuppings can bring a new sense of energy and curiosity to sampling teas you may have tired of. At ZenTea, the staff regularly gathers to delve into a single tea together. "We share what the highlights are and what the tea-making process is for that particular tea," says Miller. "It's all about taking the time to have hands-on education with staff." The shop also holds five scheduled tea-tasting classes a week for consumers, and each week focuses on a different leaf type (green, black, oolong, etc.). The sessions provide another quality checkpoint, bringing the staff close to many different teas on a regular basis. continued on page 42 freshcup.com May 2013 41