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Hard Tea

A delicious combination of tea and fruity flavours  

Hard Tea

The market

Hard Tea has established itself as an exciting, new sub-category with strong growth potential. Hard Tea has seen a growth in the US market of 38.9% in 2023*. Larger brands like Lipton, Arizona and most recently Monster have ventured into the Hard Tea category in the US market.

What defines Hard Tea?:

Hard Tea is defined as Iced Tea spiked by adding either Ethanol or Malt. The beverages are typically very easy to drink and have a natural relevance during warmer seasons when cold, refreshing alcoholic RTDs are in demand.

Why the Hard Tea sub-category is relevant.

The hard tea category successfully combines the popularity of tea with the growing demand for innovative, convenient alcoholic beverages. This category addresses various consumer needs and preferences, making it a dynamic and expanding segment in the beverage market. Hard teas are typically sold in cans or bottles, making them convenient for on-the-go consumption. This aligns with the busy lifestyles of many consumers who value convenience and portability.

*NIQ I A look-back at 2023 alcoholic beverage trends

Popular Hard Tea flavours

 

  • Peach

    Peach: Creamy, aromatic and sweet – Peaches have a delightful flavour profile making them an obvious choice in both Hard Tea and Non-alcoholic options.

  • Yuzu

    Floral, aromatic and citrusy – Yuzu is native to East Asia and particularly popular in Japanese cuisine. Within recent years Yuzu has gained popularity and is used to add flavour to beers, CSDs and Ice Teas.

  • Lemongrass

    Mildly sweet, earthy and with subtle hints of ginger – Lemongrass is known for its distinct citrusy and herbal flavour.

  • Blackcurrant

    Tart, Earthy and sweet. Blackcurrants are known for their pronounced tartness, which is more intense than many other berries. Alongside the tartness, blackcurrants have a natural sweetness that balances their flavour.

  • Lemon

    Tart, fresh and versatile – Lemon is known for its bright and zesty flavour.

  • Mint

    Cooling, herbaceous and fresh – Mint has a potent and invigorating aroma depending on the sort. Mint has a mild sweetness which complements the refreshing side of the flavour profile.

  • Raspberry

    Sweet, tart and fresh - Raspberries are widely loved and used. Their hint of tartness adds a refreshing and slightly tangy element to their flavour profile.

  • Fresh passion fruits-Passion fruit slices-Healthy fruit

    Acidic, Fresh and mildly earthy – passion fruits are known to have a zesty tartness, giving them a refreshing quality but in exotic fruit blends and as single flavours.

Popular Tea sorts

White, Green, and Black teas are typically used in Iced Tea applications. However, other sorts like the Southern American Maté, The Japanese Matcha, and lastly the South African Roiboos can also play a pivotal role in the overall flavour composition of Hard Tea.

  • Black Tea

    Black tea, known for its robust flavor and rich aroma, stands as one of the most beloved and widely consumed teas worldwide. Originating from the Camellia sinensis plant, black tea undergoes a distinct process of oxidation that gives it its characteristic dark hue and bold taste

  • White Tea

    The distinguishing characteristic of white tea lies in its minimal processing. After harvesting, the leaves undergo minimal oxidation, allowing them to retain their natural appearance and delicate flavor profile. The leaves are simply withered and dried, preserving their subtle flavors, floral aromas, and high levels of antioxidants

  • Green Tea

    The production of green tea involves careful handling and precise processing techniques to prevent oxidation. After harvesting, the leaves are quickly withered, steamed or pan-fired, rolled, and dried to halt enzymatic activity and preserve their natural flavors and nutrients. This minimal processing distinguishes green tea from other varieties, such as black or oolong tea, and results in a light, aromatic infusion that captures the essence of the freshly plucked tea leaves.

  • Yerba Maté

    Green Yerba Maté is used in energy drinks as a natural source of caffeine because it delivers a balanced energy boost along with several health benefits. Rich in caffeine, theobromine, and theophylline, Yerba Maté is known to provide sustained mental alertness and physical endurance. Additionally, Yerba Maté is packed with antioxidants, vitamins, and minerals.

  • Roiboos

    The process of crafting rooibos tea begins with the careful harvest and fermentation of the rooibos leaves. After harvesting, the leaves are bruised and left to undergo a natural fermentation process, during which they develop their distinctive reddish-brown color and complex flavor profile. Once fermented, the leaves are dried in the sun, preserving their natural goodness and aromatic qualities.

  • Matcha

    Matcha tea, a revered beverage with deep roots in Japanese tradition, has gained widespread popularity worldwide for its vibrant green color, unique flavor profile, and, in its original form, numerous health benefits. Derived from the finely ground powder of specially cultivated green tea leaves, matcha is celebrated not only for its exquisite taste but also for its ceremonial significance

Do you have questions regarding beverages?

Niels Estrup

Key Account Manager

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Mail: nes@ewflavours.com

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Johan Emil Seiersen

Key Account Manager

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Susanne Harde

Key Account Manager (Sverige)

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Andreas Kolos

Key Account Manager

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Mail: ako@ewflavours.com

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