Noveltea looks to extend gin craze in new direction

A producer has brought out a “boozy blend of cold-brewed tea infused with a matching spirit” to tap into the interest in both tea and gin.

Noveltea has ready-to-drink teas infused with spirits in two flavours: The Tale of Earl Grey, which is an infusion of black tea with British gin and botanicals, and also The Tale of Tangier, which is an infusion of Moroccan green mint tea with spearmint, dried lemongrass, dried apple, blackberry leaves and Caribbean white rum.

The drinks have been developed by founders and mixologists, Lukas Passia and Vincent Efferoth, who said the product can also be used to create new cocktails.

John Lewis chose the feature The Tale of Early Grey as its gin brand of the month through March.

Efferoth said: “For John Lewis to recognise the relevance of our brand to their customers is testament to consumers becoming more open and adventurous with their gin preferences. We are delighted to earn this significant listing with the John Lewis Partnership where The Tale of Earl Grey will feature as their gin brand of the month. This marks a big milestone for our brand.”

Rachel Costello, buyer for gift food and alcohol at John Lewis, said: “Noveltea presents a versatile and unusual option for customers looking to enjoy a different tasting experience. There are many ways to serve Noveltea and we are looking forward to offering this brand to our customers during March.”

Noveltea secured £22,000 in six days on the crowdfunding platform, Crowdcube, surpassing its original target of £120,000 in the first 26 hours.

The 11% abv drink is made using an eight-hour cold brewing process that draws out the flavours of tea, which are then combined with a matching spirit. Noveltea is priced £9.95 for 25cl and £24.95 for 70cl.

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