Nothing sells tea better than a taste of it.

A tea tasting is a perfect in-store demonstration idea any time. If you’re brewing up an especially fragrant or scented tea, and space is available, position your tea tasting table near the entry way so that customers can smell the sweet aroma as they enter. Subtle is inviting.

One thing to focus on when promoting and marketing artisanal teas: It’s All About the Story. While a tea tasting needs nothing more than basic information like the tea name, type of tea, origin, how to brew it, and, of course, a generous sip, telling its story adds to its allure.

Put a name and face to the tea grower using a photo, if possible. Consumers appreciate knowing who grows their food and teas. A quick glimpse at our Masters Teas pages gives you wonderful background material on our farmers that you can to fashion into your story. Accentuate their expertise and experience into the how and why they make such a superb tea. If you have visited tea plantations, share your personal experiences.

Discuss the flavor profile, and what the customer can expect: crispness, silkiness, full-mouth feel, vegetal or deep rich taste. If appropriate, discuss why that flavor profile is connected with the specific tea estate, which is what wine connoisseurs refer to as “terroir” (the land.) Share why you sell these particular teas and how they compare with others you stock in the same category.

Show off the tea in the dry state. This is where you can discuss silver or golden tips, full leaves, buds, size, and shapes, and other classic elements of fine artisanal loose-leaf teas.

Offer a whiff. By smelling, and comparing the dry leaves with the spent brewed leaves, the customer can begin to understand how fine dry leaves should appear and how brewing impacts the leaves, and their aroma and taste.

Discuss appropriate brewing methods. This is definitely the fun part of tea brewing, and the choices are many: conventional European-style teapots vs Yixing pots vs gaiwans vs. tetsubin vs kyusu pots vs a simple vessel and strainer. For some customers, this may be their first experience seeing teas brewed with a gaiwan or Yixing pot so if possible, let them try to do it (and mention if you have them for sale!)

More ways to build “the story” of these teas.

For oolongs, concentrated leaves in a small pots elicit ambrosial liquor in the cup.

For pellets or rolled leaves, pushing the lid like a paddle in the water of a gaiwan is both a visual delight that whets the appetite and provides exceptional flavor.

For lush greens or whites, glass pots or tall glasses offer visual beauty as they infuse the leaves which will dance in the vessel.

A heated pot is an always-convenient method to steep blacks, puerhs, and all teas in a protected vessel until ready to serve whether using tiny thimble cups, Asian-style 2-3 oz. sized cups, or traditional dinnerware tea cups.

Limit the tea tasting to three to five choices, such as: Choose an all-green tasting with 1 each from China, Japan, Darjeeling. Opt for an oolong tasting with selections from different provinces from both Taiwan and Fujian, China. Or, dazzle the tastebuds by starting with a light tea and working up in intensity: first, a white, then a green, oolong, black and/or pu erh.

The varieties to offer in a tea tasting are endless, but take caution to always choose the more delicate teas to taste first and the heartier or flavored ones last. Opt for three over five to not overwhelm the palate.

Provide the customers with a print-out of your story. Whether they buy or not today, give them a card that describes the teas they tasted and the story behind these teas. These can be 3”x5” cards with the appropriate information and, if available, a photo of the tea leaves and/or the tea farmer. Always include your web site address, brick and mortar address, and a phone number so the customer can re-order.

The layout and the design of the print-out can serve double duty. Design once, use many times: on placards where the teas are sold; on the cards at a tea tasting, and as segments on your landing page on the web site. You can also blow them up a bit for signage in your shop windows or print them up as flyers to stuff in all shopping bags whether for in-store or online sales.

How to attract an audience to an Artisanal Tea Tasting:

Invite special customers to an off-hours event. Set aside an hour or two when the shop is usually closed or, if you have a separate room, invite your guests to a set-up in that room, and request they bring their invitations with them. This adds to the sense of exclusivity for the event and the importance these teas deserve.

Invite everyone to a paid event. This is still an invitation-only event, however, a small charge is made. (You can offer to discount the fee from any purchase.) Do request RSVPs and limit the number of guests so that your demonstration area can be relaxed and comfortable. By limiting the number of guests, you give you and your staff the time and space to tell the story of these teas at a leisurely pace while artfully preparing the teas for a tasting.

If the demand for the tasting is huge, don’t open the event up to more guests. Instead, add more tastings. That builds up excitement for the tea-tasting experience, gives more customers more opportunities to attend, allows you to stick with the staff and physical space you have, and, again, gives your customers the ultimate, personal, informed artisanal tea tasting everyone will appreciate.

Fully staff the event with people, space, and tea things. Depending upon your space, be sure to adjust the area to accommodate the “flow” of people so that everyone first stops at a display table of the teas in both dry and brewed state. Display information cards. A staff member can offer visitors a whiff of the teas, introduce them to the choices of the evening, and answer questions.

Next, have a table where the teas are continuously brewed and offered for tasting. This may require 2 or more people to avoid delays in service.

Be prepared to SELL. Position appropriate tea brewing accessories and pots, and pre-packaged samples of all the teas offered in the tasting near the register and near the demonstration tables. Have an extra person here in case customers want to order their other favorites in the store.

As host, try to connect with as many people as possible to answer questions they may have about the teas, the brewing methods, and how to buy.

Follow up. Follow up. Follow up. Email everyone who attended with a thank you. Ask them what they liked best, and ask for ways to improve the event. Offer a small gift or discount to thank them for filling out your survey or simply remind them of what is available to buy. If you sold out, don't be afraid to mention that!

Adagio Wholesale has a prestigious inventory of exceptional specialty teas that are luxurious, especially in our Masters Teas. These are in limited supply because the farmers produce small quantities and available on our wholesale website within their respective tea categories. Order early!