Twinings is leaning into a generational shift away from alcohol.
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According to the brand's study, 47% of Gen Z say tea has replaced alcohol as their drink of choice to prepare for life's moments, ahead of the 37% national average and nearly double the 25% recorded among Baby Boomers.
Some 62% of Gen Z say they have made a cup to mentally prepare for something, from driving tests and work meetings to a TV finale or a first date. Nearly half (49%) say a pre-moment brew makes them feel like "the main character", while a quarter treat it as low-effort self-care and a fifth value the manual act as a break from screens.
Twinings frames the shift as an opening for innovation. "Gen Z are helping reshape what tea means today," said Bryony Osmond, Master Blender at Twinings UK & Ireland. "They're looking for blends that feel intentional, flavourful and reflective of their lifestyles," she added, pointing to lighter blends such as Glow resonating with younger drinkers.
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