Enigma On The Rocks

09Apr07

I wonder if this will do well in India.

What’s more, they are rolling out new drinks for their share of the pie. So, you can sip an “Enigma On the Rocks” – a brew where tea leaves mix with chilled water to get the look and feel of whisky. Or, an ice tea with real flavours of lemon and strawberry. [Gujarat tea-makers to drive consumption with tea bars]

Tea bars have been tried in India in the past, with limited success (although Infinitea seems to be a notable exception). The present generation seems much more enamored of coffee and the allure of that “Starbucks-esque” feel.

For a country that is being re-integrated into the global economy at a breakneck pace, tea might just be one of the relics of the old days. Boring, staid and forgotten. After all, an extra-foam latte is so much sexier, isn’t it?

I hope not.

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