LAS VEGAS, Nev.
Marketers and media experimented with a number of promotions popularizing hot tea this month.
Each year the Tea Association of the USA seeks to draw attention to hot tea during the coldest month of the year. Tea sales are cyclic, hot tea typically peaks in January and iced tea in July.
According to a 2010 Experian Simmons Research Survey, tea is found in 95.8 million American households (95% of all households) and an even higher percent of Canadian households. The majority of tea imported into the U.S. (85%) is consumed over ice. The majority of Canadian tea is consumed hot. Hot tea is found in 47.4% of American households with the greatest concentration in the Northeast.
One the more comprehensive treatments was “31 Ways to Celebrate Hot Tea Month” on About.com with advice like “hibernate with classics” and “expand your tea horizons.” Remember that the healthiest teas are the teas you’ll stick with. Drink it every day, it’s good for you.”
The Canadian Broadcasting Corporation CBC asked listeners to suggest their favorite musical “tea” playlist of songs about tea or to listen to when drinking tea. The 1925 hit “Tea for Two” quickly came to mind as popularized by Doris Dayand the more contemporary “Colours” and “Give it Up” by Black Tea made the list.
On MSNBC Today’s “Bites” writer Linnea Covington cleverly described eight exotic brews. “Those who ordain food holidays were smart in choosing icy cold January as the time to celebrate National Hot Tea Month,” she writes.
In Grand Junction, Colo. TV Station KKCO reminded viewers that “if your resolution for 2012 has to do with health and wellness, you’ll enjoy National Hot Tea Month. There is plenty brewing around town. Like coffee, tea often puts the pep in your step that you need to start the New Year, or a new day, off on the right foot. But with that kick comes a world of benefits you can't find in a cup of joe.”
In Fairfield, Conn. Cindi Bigelow, president of Bigelow Tea participated in a Facebook chat shared with 40,500 fans on Jan. 17.
As the third generation to carry on the Bigelow family passion, it's the perfect time to talk about my favorite subject... tea!" said Bigelow. The company’s wall contains a lot of teapot photos and testimonials from cancer survivors who posted remarks on how they take comfort from the brew.
Many marketers focused on the healthful ambitions of tea drinkers resolved to make a fresh start.
According to the Tea Association of the U.S.A., Inc., drinking hot tea has many health benefits with antioxidants for cancer risk reduction, increased blood flow for cardiovascular health and increased energy expenditure that may help combat obesity.
HELPS Teas kicked off an “enter to win” sweepstakes offering tea lovers an opportunity to win the entire adult line of HELPS Teas.
And for those of you who just want to curl up with a good book and a hot cuppa, consider the Monroe County Library System’s National Hot Tea Month recommendations.
American Tempest: How the Boston Tea Party Sparked a Revolution
Culinary Tea: More Than 100 Recipes Steeped in Tradition From Around the World
For All the Tea in China: How England Stole the World’s Favorite Drink and Changed History
The Tea Enthusiast’s Handbook: A Guide to Enjoying the World’s Best Teas
Tea Parties for Dads: A Crash Course in Daughters for New Fathers