TEA SOMMELIERS IN THE MIDDLE EAST

Despite the fact that tea is firmly entrenched in Middle Eastern culture, questions have been asked about the beverage’s current status and its future in the drink segment. Anfal Fekri, founder of Silver Tea Leaf Consultancy (STL), the first regional esta

Long an essential part of Middle-eastern culture, tea is the second-mostconsumed beverage after water. Black and green teas are favored regional varieties, with the most common additions being milk, sugar, mint and spices. Even with new trends, like the introduction of ice-tea, flavored and blends of teas, alongside ‘karak’ (tea with milk), the preparation of traditional teas continues to flourish today.

Silver Tea Leaf has been collecting and analyzing data relating to the overall perception and consumption of tea since 2013, while also exploring the topic of whether tea sommeliers could emerge in the region to help innovate in the hospitality industry.

Tea consumer: research and analysis

At the start of our research journey, we had a few areas that we were keen to cover, led by consumers’ norms and behaviors around tea and their taste and palate expectations.

We were able to survey a sizeable quota of respondents in Bahrain, with the aim of understanding a variety of behaviors and norms around tea. These were the results:

1. 40 percent of respondents take their tea in the morning, while 24 percent drink it in the afternoon on a daily basis. The remaining 36 percent like to have tea on different occasions and at alternative timings.

2. The majority (81.6 percent) of people purchase their tea from supermarkets, while the remainder prefer to obtain it from different sources, either online shops, hotels and restaurants, or while abroad during their travels.

3. The top three decisive factors for purchasing tea are: quality (57.9 percent); flavors available (15.8 percent); and price of the product (7.9 percent). The remaining criteria were distributed proportionally on: packaging design, decaffeinated options, organic and fairtrade brands.

4. The top additions to tea are: milk, sugar, mint and spices.

STL also undertook a palate evaluation during its workshops and events in which it looked at tea’s role at various occasions and different aspects of taste and palate. As part of the evaluation, consumers were divided into three groups to test and taste a variety of products and share their experiences.

The first cohort of respondents was asked to taste two samples of one type of tea, with one test cup prepared in the correct way and the other over-steeped.

In a separate evaluation, the second group tasted five varieties of tea, while wearing blindfolds. Meanwhile, in the third test, tasters sampled tea paired with a variety of flavored chocolates and were asked to compare the taste of the chocolate before and after consuming their tea.

From the first batch of tasters, just 37 percent of tasters preferred the tea that was perfectly steeped, taking time to appreciate its taste and mouth-feel, while 63 percent liked the second sample, even though the tea was over steeped and very bitter and dry. These reactions suggested that the tasters had certain preconditioned expectations about the tea and judged it on the intensity of the bitter flavors and the color of the cup.

Members of the second, blindfolded cohort conducted a tasting experiment in which they were asked to describe the taste and mouth-feel of perfectly steeped tea. From the group, 76 percent were able to identify and appreciate the differences in tea sampled, having had the advantage of a heightened sense of taste and smell, thanks to the blindfolds.

The third testers were given three varieties of chocolate, each paired with a different type of tea. Over 80 percent of participants noticed the difference in taste and texture of the chocolate before and after consuming their tea. Many of them said they were astonished by the results.

The time is ripe for the Middle-eastern hospitality sector to consider how it can kickstart the effective sharing of knowledge and expertise related to tea

The evaluations revealed several insightful results. In the first tasting, the outcome indicated that knowledge and education levels among consumers around tea remain at a very basic, with samples judged favorably solely on the intensity of color and strength of bitterness. However, the second and third cohorts showed themselves able to step outside of their comfort zone and enjoy tea prepared and steeped in the correct manner, while simultaneously discovering new tastes and flavors in other food that suits being paired with tea.

Tea sommelier: a key component in the Middle-eastern hospitality sector’s future

STL has also been evaluating the overall operations and educational aspect of tea in the hospitality and restaurant sector. Throughout our research and observation, we have noticed the need across the sector for a strong presence of professional and well-trained tea sommeliers and tea stewards who understand every aspect of the drink, what’s involved in managing and running a tea lounge and, most importantly, the palate of demanding customers. We also concluded that while consumers in this region demand diversity and innovation in the food and beverage products and services offered by the hospitality sector, they still want authenticity and tradition when it comes to the various methods of tea preparation across the range of MiddleEastern countries.

The role of the tea sommelier is to provide the most suitable choice for the consumer and also recommend pairing options for a dish or tea. The role of the tea steward is another crucial one, requiring an understanding of the types of tea and the ability to differentiate between caffeinated and non-caffeinated teas in order to best serve the consumer. The steward is also responsible for preparing and steeping tea at the right temperature and for the correct amount of time.

The time is ripe for the Middle-eastern hospitality sector to consider how it can kick-start the effective sharing of knowledge and expertise related to tea as a means of driving the segment forward. In scenarios where consumers demand more alternatives and options for consumption, hotels and restaurants should consider recruiting additional tea sommeliers and stewards. Hospitality schools should also play their part by providing a comprehensive education around tea preparation and serving.