The UKTEA & Infusions Association shared some recent data that indicated 18-34 year-olds in the UK don’t find tea as interesting as other beverages. While tea (largely black) still maintains popularity in the UK market, consumption has declined – largely the result of an influx of other hot and cold beverage choices. The organization’s position – tea needs a new image, that provides this younger audience with an emotional connection and celebrates the wide range of choices and tastes available. While the industry does a good job of promoting the health benefits of tea, consumption will greatly benefit from the romance and intriguing stories of global origins where tea is grown and the individuals who produce it.