Monday June 27, 2016 | 0 comments
Last week tea tribe members from across the globe gathered in Las Vegas, Nevada for the World Tea Expo. On the opening night of the event a welcome reception was followed by the announcement of the coveted World Tea Award winners which can be read here.
As a young tea company, my team was delighted to hear that we won Best Tea Marketing. In addition, as a long-time Tching contributor I was grateful to accept the World Tea Award for Best Tea Blog on behalf of Tching. Both of these recognitions validate a theory that I have been betting on over the past four years which is: tea marketing is all about storytelling. Moving into the future you will see more authentic storytelling making its way into mainstream marketing for tea.
Conventional tea marketing in the United States has involved catchy fruit blends and attractive flavors, beautiful fonts on labels, and fanciful folklore stories. Tealet is all about genuine and authentic stories of how the tea is made and the people behind the tea. When I first launched the company in May 2012 there was an initial interest in this storytelling, but mostly from experienced tea bloggers and tea lovers that saw through the conventional marketing and were interested in something more. A larger interest in Tealet’s storytelling didn’t become apparent until 2014, but it was mostly associated to the personal brand that I had developed in the tea world. At the 2014 World Tea Expo I was awarded a World Tea Award for Best Social Media Reach, which meant that people were hearing my stories. Over the past year with the release of our [Tea 101 Video Series]( https://vimeo.com/ondemand/tea101) and involvement with [Tea Journey Magazine]( http://teajourney.pub/) I think tea lovers and tea industry people are really started to show their appreciation for authentic tea story telling.
When Rajiv Lochan, one of my first tea mentors, introduced me to the staff of Tching I had no idea the impact it would have on my life in tea. At first I was excited to have a non-biased platform to share my personal tea stories, but over time I realized that I had joined a team of several tea people that had stories to share. Everyday new stories are being told on the Tching platform. Connections I would have never made have become an important part of my business and personal life through these stories. Tea people may rotate through the contribution team, but Tching remains as a platform for diverse tea stories. The World Tea Award for Best Tea Blog is a testament that the tea world values these stories. Popular tea blogs are hosted by knowledgeable tea experts that write scientifically about tea and offer consistent tea reviews, but Tching is a conglomeration of all types of tea people from around the world that offer their unique perspective on tea. Thank you to Tching for offering this wonderful gift to the tea world and congratulations on your award.
We are in a new age of consumerism that is about appreciation of the experience. Tea is one of the most experiential products in the world, so it is no surprise that the tea industry is leading the way in recognizing storytelling marketing. I am honored to be a part of this movement and will continue to tell as many stories as I can.