Champagne, wine, cheese and bread: France is known for its gastronomy. The home of “la cuisine”, traditionally a meal for the French would begin with wine and end with a cup of coffee. So where does tea fit in?
Well, for the French, tea had to be more than a strong black brew laden with milk and sugar. They wanted a tea that would reflect the French cuisine and palate.
But what does this mean? And how can we shop like the French?
A Tea for Every Mood
Have you ever thought about why you’re drinking tea? Do you pick the tea for it’s flavor, origin or is there something else behind your tea choice? For the passionate French, tea is chosen by the mood they want to feel. And so, in almost every French tea drinking home, there are several options. Understanding this about the French consumer, Tea Company Dammann Frères made tea selection easy for their online shoppers. Customers that purchase from the website can choose their tea based on their needs, whether it’s a pick-me-up, to relax or even to satisfy a sweet tooth.
Mood isn’t the only motivator to drink tea. The French customer may also choose their tea based on time of day. “You would see different brands, different flavors for different times of the day in a French home,” said Aurélie Bessiere, Palais des Thés. Morning may be a breakfast blend or simple tea bag, meant to help wake up, while the afternoon selection is a bit more indulgent, choosing higher quality teas and the teaware to accompany it. For the French, one blend doesn’t cover everything. It’s about appealing to their individuality, finding a tea uniquely their own. “French people are really curious and eager to experiment with their tea, not only as a drink in the morning and the afternoon,” said Bessiere. “ But also as a French cuisine and gastronomy, seeing how they can enjoy tea in different ways.”
Budding Tea Sommeliers
In France, tea is meant to be savored, appreciated for each nuance: from the aroma to the color. The premium teahouses have incorporated familiar wine terminology like terroir, single origin, and signature blends in their conversations about tea. This discussion is a natural one for the French who have been cultured in discerning the intricacies in flavors. The tea masters show the French consumer how to savor their beverage.
“We started the first tea menu, similar to what you would find with wine,” said Kitti Cha Sangmanee, CEO, Mariage Frères. “Like wine, tea is impacted by the terroir, when you learn to teach people like this, that tea is akin to wine, which is close to the French culture, then tea also becomes a part of the French culture.”
appeal to the discerning consumer, the French tea shops have added limited stock, high quality, origin teas into their offerings. These select brands have widened the tea palate to the male consumer. Similar to purchasing a rare cognac or scotch, the French customer now has the pleasure of indulging in rare teas. “These teas are usually not available outside of their own country or at only certain farms, it’s very, very hard to find them,” said Bessiere. “So when we carry them, they are sold out quite quickly.”
In France, purchasing a tea is a full-sensory experience appealing to need, culture and mood. Today, why not select your tea based on how it makes you feel? Take a moment to smell, sip and absorb your cup of tea. Treat yourself to a well-deserved moment of indulgence.
