Steep it, Sip it, Blog it

There is a dangerous trend among tea drinkers. It seems to be taking over. What was once a daily ritual among the gentry of upper-class Britain, is now a jargon-filled, elitist pass-time for young people with time and cash to burn.

Okay, so maybe things haven’t changed that much…

The ‘dangerous trend’ I’m referring to is known as the ‘tea blogger.’ They came from nowhere, and now they are legion. Many are trying to sell the tea they are tasting at a raised price from what they bought it at.

Most tea blogs out there today are reviews of some fancy micro-batch, artisinal, family-crafted, un-pronouncable Taiwanese tea that they ordered from Amazon. Basically they try the tea, and then they tell you about it. Sometimes they take a picture of it. Pretty simple concept. The real fancy ones even put their phones down on a stand and take videos of themselves tasting and talking about the tea. Riveting…

I don’t mean to bash these blogs (yes I do), but I think that there is HUGE opportunity for more accessible, entertaining, and valuable tea blogs. With tea now growing exponentially in market share, there is more than enough audience.

Here are my 3 recommendations to bloggers in the ‘tea space.’

1. Make it accessible

Make it accessible. Accessible like a walk-in bath tub. So accessible

Successful blogging is about reaching people – lots of people. Talking about the soil-like rusty notes of an over-dried batch of Tie-Kuan-Yin, probably will not appeal to more than a select few. Without dumbing it down completely, the blog needs to be accessible, approachable. One of the reasons DavidsTea has done so well is that the names of its teas are not only accurate to the taste/blend, but they are fun and easy to remember.

 

 

 

 

2. Make it entertaining

Entertaining can mean so many different things. Entertainment can be funny, thrilling, beautiful, terrifying, emotional, etc. Most importantly, it should engage the viewer/reader. There’s a reason why some authors are best sellers again and again, and why some actors produce blockbuster after blockbuster – they know how to captivate their audience. And no two authors or actors captivate the same way as another. Tolkein, through the sheer magnitude and beautiful complexity of the world of Middle Earth. King, through the horror of his storylines. Gladwell, through the value of his advice. If a blogger hopes to have a successful blog, it damn well better be entertaining!

3. Make it valuable

Very value. Much cigar.

Content is King with a capital K. If you’re giving an in-depth discussion of the roll of your Oriental Beauty (it’s a type of tea, not an illegal… nevermind), you had better be sure that that discussion will enrich the lives of your ever-so-loyal followers. Telling them how an earl grey will make the best martini you’ve ever had, however, might just prove to be more unique, practical, and shareable – ie. valuable! It’s not enough to know your audience, you have to know the audience you want to attract. By simply catering to the few, you may miss out on the many. This is not code for be-all-things-to-all-people, it’s just a matter of not limiting your ideas to your current audience, instead, working to strengthen your relationships with that audience and expand it. By creating content that is of value to your audience, you are in turn telling them you value them.

There it is. Not an exhaustive list, but one that I hope will increase the success of anyone wanting to work on their blog. By thinking out of the box, your posts will have more originality, personality, and shareability. Just remember, make it accessible, entertaining, and valuable.

Anything else you think should be included in the list? Write them in the comments!

Ever Wonder How Tea is Made?

While on assignment in Kenya for Vancouver-based social-enterprise JusTea, I had the opportunity to get to know Evans, a young tea plucker that we were working with. He is in his mid-twenties, and has two ADORABLE children with his wife Caroline. From plucking the leaves, to drying them, Evans teaches me how it’s all done!

Watch the video and comment below. Were you surprised at how much work goes in? Fun fact: 1 handful of green tea leaves weighs 4X less once it has been rolled/dried. And will only make a couple cups worth of tea!

10 Badass Dudes who drink tea

1. Michael Caine

Who tells Batman what to do? This guy. Why? Cause he’s a total badass.

2. Mick Jagger

Have you been knighted? Have you changed the face of rock-and-roll? Have you become a world renowned sex-symbol? No? Well this guy has. Badass.

3. Winston Churchill

Winston Churchill had more major accomplishments, drank more champagne, and smoked more cigars than most of the western hemisphere combined. The man was Prime Minister, coined the term “Iron Curtain” (how many phrases have you coined???), was awarded the nobel prize in literature, wrote dozens of books, and was Time magazine’s man of the year, AND man of the half century. Certified, bonafide, badass.

4. Patrick Stewart

Does the phrase “Tea, earl grey, hot” mean anything to you? It had better. Oh, and he led an army of mutants to save the world. And his best friend is Gandalf in real life. Super badass.

5. Alan Rickman

Has anyone had a more badass cup of tea than Alan Rickman in this video? Don’t think so.

6. Dean Martin

This guy was the King of Cool. He defined an era and style of comedy and crooning, and looked good doing it. He also looked drunk. Mostly he looked drunk. Drunken badass.

7. Sean Connery

The debate over who was the best Bond rages on. Some people believe that Connery was not the best Bond. There are also people who believe Elvis is still alive, and that the royal family is a species of supreme lizard-people. Enough said. Whatever your opinion is (even if it’s wrong), this guy is a badass.

8. Frankenstein

Frankenstein’s monster is probably the most badass bad-ass of all time. He’s misunderstood, got daddy issues, and people chase him around with torches. Take that, James Dean. Monster badass.

9. Al Pacino

Al Pacino. Enough said. And who can forget this timeless classic…

10. Mike Tyson

This man was one of the best fighters of his generation. Also he bites ears off of people. But most importantly, there’s this video. Which is the single most uncomfortable, confusing, awkward interview in the history of tea parties. From the romantic classical guitar, to Tyson’s non-sensical responses, to his utter hatred of Earl Grey and Cannolis. Just watch the darn video.

Who’s the most badass of them all? Did any surprise you? Comment below!

DavidsTea – How Do You Do What You Do???

It’s hard to mention tea nowadays without someone in the room piping up with “Oh yah, you know DavidsTea? Yah, I love their coconut chocolate candy cane swirl cupcake avocado blend.” Many tea aficionados in the world (or tea sommeliers, if you prefer – and yes, it’s a real thing) despise DavidsTea for what it has done to the sanctity of the institution of tea. “Sacrilege!” they cry, as they sip their lightly roasted Ti Kuan Yin from their Gaiwan (a type of Chinese oolong tea, drunk from a traditional tea cup). But from a marketing perspective, what DavidsTea has done is nothing short of brilliant.

Let’s discuss…

As a background, for all you non-tea-snobs, all real ‘tea’ comes from one type of plant – the camellia sinensis plant. That means chamomile, rooibos, yerba mate, coffee, etc. is not real tea. None of it. Blow your mind? Good.

What Davids has done is taken a centuries-old commodity and made it hip. Tea is the new yoga. It’s old, a deeply spiritual practice, it’s perceived as a health supplement, and it has been bastardized (pardon the language) to suit North American appetites. Companies like Silk Road in Victoria BC began importing mid to high-grade tea and blending it with local ingredients in the 90’s. Silk Road was one of the first ‘cool’ tea bars in Canada, and has stuck to their values through the years. Companies like TeaOpia (bought by Teavana, then bought by Starbucks) caught on board, but Davids has propelled past any of them.

Their marketing is brilliant. Everyone recognizes the shade of blue with the white writing. Everyone recognizes when someone pulls a tin out of their desk, or is holding a to-go cup from Davids. Their brand is incredibly strong, and it has become a status symbol, much like holding a coffee from Starbucks, but with the perception that the ‘tea’ is healthier.

Their social media channels are very interactive. Much of their content on Facebook is user-generated. Their persona could be described as fun, friendly, cute, cheeky, pretty, and youthful. 99% of their posts have a picture or a video – all that contain a message about DavidsTea, or one of their products (mugs, thermoses, tea pots, tea tins, etc.). All of the photos support their brand image – whether it is designed in house, or user-generated. The mix between the two styles of beautiful, professional-studio photographs, and on-the-go iPhone pics support the different facets of the persona. They often post recipes, or brewing instructions, which leads traffic to the website, as well as highlighting new/seasonal blends. They mix this with engagement posts “How do you … ?” etc.

DavidsTea has a very broad range of posts/content, while keeping it very specifically under the brand restrictions. It is highly targeted towards their ideal customer, and their sales and brand reputation show that. Tea is a rapidly expanding market, and they have managed to both capitalize it and propel it forward.

Although I haven’t personally liked anything I have ever tried from Davids, I’m not who they’re targeting. That being said, hats off to the marketing team. They sure know what they’re doing.

Welcome to THATTEABLOG

Thanks for stopping by!

This blog is meant to be a light-hearted space for all things tea. If when you’re here, you happen to smile, laugh, or think of something in a new light, then mission accomplished!

I’ve worked in various parts of the tea industry for a few years, from retail and wholesale, to education, to production and blending. I’ve spent many hours over many cups of tea, talking with many people about that world-history changing leaf – tea.

The tea industry has been growing by leaps and bounds (or steeps and brews, if you’ll pardon the pun), and with companies like David’s tea and Teavana vying for North American dominance, tea has become the new yoga. An ancient practice spun on its head, marketed as a healthy, chic, and hip product.

Tea isn’t just for grandmas anymore.

Coffee, your days are numbered.

Long live tea.