There is a clear emerging trend in the Australian market away from mainstream black tea to more specialist offerings. Australians’ choices show more discerning palates and product knowledge. This is being driven by marketing and training. Black tea consumption fell overall in the past 12 months, while specialty black teas sales grew by 4%.
2016 was a good year for the growing tea industry in Australia. Australians have a history of being black tea drinkers and following their mostly British heritage, but that is rapidly changing. Gardens there specialize in Japanese and Taiwan style teas with a reputation for high quality and distinctive taste from the continent’s varied terroir.