Las Vegas, NV – January 16, 2006 – The nation’s premier marketplace for the tea industry, has, once again, grown to accommodate an avid and fast growing market. Bigger than ever, over 200 exhibitors and 3,000 attendees are expected when the World Tea Expo kicks off on March 27 at the Las Vegas Hilton. The Expo will run for three days and will be loaded with information on the future of tea, new products and hot tea trends, and new programming to educate and entertain members of this booming industry.

Tea’s popularity is soaring. In 2004, over 50 billion servings of tea were poured in the United States alone and tea was listed as an ingredient in over 269 new beverages, 114 new hair care products, and 83 new skincare products . The $6.8 billion dollar (estimated 2005 retail value) industry is expected to reach $10 billion by 2010 . “2006 is going to be a major year for specialty tea in America,” says Brian Keating, publisher of the Specialty Tea is “Hot” Report™ 6th Edition being released at this year’s Expo. “Tea is going mainstream and within three years tea will positively impact every aspect of our culture.” Some of the trends we expect at this year’s Expo:

Bottled teas – “Ready-to-drink” teas are the fastest growing segment of the tea industry. In fifteen years, the ready to drink market has grown ten fold and iced tea accounts for 80% of tea consumed in the US. This year, Ito En, the world’s leading green tea purveyor, will be featuring its new, healthy Sencha Shot at the WTE. This 6.4 oz can of premium Japanese green tea has been brewed using an advanced method to yield five times more catechin tea antioxidants than the average bottled green tea as well as a more full-bodied green tea taste ($1.69).

Form and function – Tea may be 5,000 years old, but the industry is constantly looking for new ways to enhance the tea drinking experience. This year, some products deliver tea in new, unique, and functional forms. Adagio Teas has introduced realiTEA Bags, a major improvement over standard tea bags. This pyramid shaped bag has room for whole leaves of premium tea to unfurl, creating a cup that tastes as good as pot brewed (15 teabags for $10). Sympatea USA offers their Sympatea SpoonTea – whole leaf tea packed in the filter-covered bowl of a spoon. Simply add hot water to a cup, dip your spoon in and stir for a one-step, mess-free cup ($4.49 for 24, $8.49 for 50).

The art of tea – Tea can be so much more than a drink and many of the exhibitors at the World Tea Expo are setting out to prove that. Original T-Bag Designs has created a process to turn recycled tea bags into works of art. This small South African company creates beautiful wooden boxes, journals, greeting cards, and other crafts and has helped its workers pull themselves out of poverty (prices range from $3-102). Numi has introduced its Velvet Flowering Tea Chest, a sleek velvet-lined mahogany box filled with Numi’s beautiful flowering teas. When steeped in hot water, these hand-sewn bundles of premium tea leaves blossom into flowers, creating a delight for the eyes as well as some excellent high quality tea ($45-50).

Health – It seems that every week there is new information available about the health benefits of tea and tea has become a staple for those embracing a healthy lifestyle. Cancer survivor Audrey Darrow founded Doctor B’s Teas with a mission to promote a healthier and more peaceful lifestyle. She offers a range of teas rich in flavonoids, antioxidants, and organic ingredients ($8.99-10.50 for a tin).

Creative Blends – When tea leaves flirt with fruit, flowers, and other flavors, they take on exciting new flavors. Sun Garden Specialty Teas, a tea company with a focus on organic and fair trade, has created a wide selection of blends that include such interesting ingredients as gala apples, French plums, safflowers, caramel essence, papaya, and blood orange ($8-30 per pound). SerendipiTea also offers teas that contain interesting, high-quality ingredients including entire lines of chocolate, fruit, and flower teas ($4-35).

Other things to see at the World Tea Expo:

• Over 20,000 square feet dedicated to specialty tea, with over 200 exhibitors
• Cooking with tea demonstrations featuring high profile chefs, including Rick Moonen and Kerry Simon
• Special authentic Chinese and Japanese tea ceremonies
• The first ever Tea Auction to be held in the US
• Third annual Iced Tea Shake-Off competition
• 45 educational seminars featuring expert speakers from the industry
• Keynote speaker Peter van Stolk, founder, CEO, and president of Jones Soda Co.
• First-of-its-kind resource directory will feature industry reports, resources, and expert insight

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