For centuries, tea and coffee have dominated as staple beverages in Western culture. But today we live in a time of incredible innovation – new formats, new flavors and new audiences, inspired by global migration, cultural fusion and the freedom to travel. The market is more aware than ever.

People are looking for something different. They want to be surprised, inspired, shaken. And in this new wave of enlightened taste lovers, banal gimmicks and artificial combinations simply do not pass muster.