Move over, Dutch Courage. For Gen Z, it’s a tea thing
Your driving test. A first date. The TV finale you've been emotionally preparing for since episode one. The overflowing inbox waiting for you after two weeks of blissful annual leave.
According to new research, almost half of Gen Z (47%) say tea has replaced alcohol as the thing they reach for, lean on, and rely on before life’s big moments. That’s almost double the rate of Baby Boomers (25%).
Because for Gen Z, tea isn’t just a drink. It’s the pause before the plunge. The reset before the challenge. The deep breath before the big thing. The ritual before the ritual.
In fact, six in ten (62%) of Gen Z say they’ve made a cup of tea specifically to mentally prepare themselves for something.
So whilst previous generations may have reached for Dutch Courage, today’s twenty-somethings are far more likely to be reaching for the kettle.
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The rise of the brew before
What this research reveals is that a whole new generation, Gen Z, has quietly turned tea into a modern-day confidence ritual. Nearly half (49%) say a cup of tea before a challenge makes them feel like the main character in their own life.
From nerve-racking milestones to everyday moments that somehow feel bigger than they should, tea has become a firm part of the preparation process.
The main reasons Gen Z are most likely to reach for a brew include:
The moments that require a little main-character energy!
Bryony Osmond, Master Blender, Twinings UK & Ireland comments:
“Gen Z are helping reshape what tea means today. They’re looking for blends that feel intentional, flavourful and reflective of their lifestyles – and that’s creating exciting space for innovation. We’re seeing growing interest in teas that feel lighter and more purposeful, including blends like Glow, which has really struck a chord with younger consumers. As a Master Blender, that evolution is exciting– it gives us new ways to explore taste and occasion, while staying true to the craftsmanship and care at the heart of every Twinings blend.”
A cup of tea is the new life hack
Let’s be honest, self-care has become increasingly complicated in recent years, and Gen Z are reclaiming the comfort in something remarkably simple.
Nearly a third (32%) describe the very act of making a cup of tea as a calming process, while one in four (25%) see it as a form of low-effort self-care.
More than one in five (22%) say tea is a habit steeped in history but one that feels like a modern mindfulness ritual, while 21% actively enjoy the chance as a break from screens.
Gill Close, Marketing Director, Twinings UK & Ireland says:
“Gen Z have always found their own way to do things, and this research shows that extends to how they prepare for the multitude of moments they are juggling in their busy lives. It’s part of a broader cultural shift we’ve seen at Twinings, with younger consumers coming into tea in a way the category hasn’t seen in some years, with products like our ‘Glow’ tea racking up millions of views on TikTok. Tea isn’t just a drink for them - it’s a ritual, a reset, and a moment of control before whatever comes next.”
For tea emergencies only
But we know that the urge for a preparation brew doesn’t always strike when you’re at home, standing next to the kettle, which is why we’ve created a limited-edition Tea Bag Charm: a tea bag bag so you can carry an emergency tea bag wherever you go.
Clip it to your tote, gym bag, work bag, or carry-on bag, and you’ll never be without your emergency cup of tea.
Whether it’s a pre-interview cup on the train to steady the nerves, a comfort blend before a big day, or the moment of calm you need before a difficult conversation, help is quite literally hanging from your bag.
This is a new kind of Dutch Courage. This is a tea first thing.
Isabella, a 25-year-old videographer, says:
I always have a cup of tea before a night out. It helps me get into the right mindset before going out with friends, or even before a date. I get a boost from a cup of tea, and still feel clear-headed, so I guess you could say it’s my own version of Dutch courage!
One of the more memorable times as ordering a cup of tea in a pub instead of a pint while on a date. It got a few funny looks, but we ended up laughing about it and we're still together six months later. More generally, tea is part of my routine - it gives me a moment to gather my thoughts, and it's usually my go-to when I want a moment for myself, or a quick boost.
For your chance to win a limited edition Tea Bag Charm, click here and tell us your moment.
