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Tuesday, March 22 • 11:00am - 12:00pm
From Napa to Nilgiri: How Fine Wine & Quality Tea Have More in Common Than You Think (Room #S230)

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From Napa to Nilgiri: how fine wine and quality tea have more in common than you think. What can tea learn from wine’s experiences of premiumisation?
The presentation will look at similarities between the two industries, specifically with a view to understanding how the quality sector in tea and wine is differentiated from the everyday sector in terms of cultivation and manufacture (50%). It will then look at areas tea can learn from wine in terms of premiumisation and practical examples. (50%)--
An appreciation and understanding of the similarities between the quality sectors of both industries and where quality comes from compared to the mainstream.
Visual evidence via pictures and brief video clips (5-10 seconds) of the costs and why tea needs to premiumize
information to help the audience speak with more freedom on speciality tea and a look at some practical examples.

avatar for Will Battle

Will Battle

Founder, Fine Tea Merchants
Will Battle joined the tea industry in 1997. He trained in London, India, Sri Lanka, Kenya, and Malawi, and spent 10 years working in buying and blending roles for Tetley. In 2007 he joined Sara Lee in Switzerland as Global Tea Buyer responsible for supply to factories in USA, Netherlands... Read More →

Tuesday March 22, 2022 11:00am - 12:00pm PDT
Las Vegas Convention Center, South Hall