Almost half of Gen Z say tea has become their new ‘Dutch courage’

• New Twinings research finds almost half (47%) of Gen Z say tea has replaced alcohol as their version of Dutch courage
• Six in ten Gen Z (62%) have made a cup of tea to mentally prepare for something, from work and exercise to social plans
• Twinings has launched GenTea to amplify its growing momentum with younger consumers, celebrating the different ways they are making tea part of everyday moments

Twinings has launched GenTea, its latest campaign celebrating the different ways Gen Z is making tea part of everyday rituals.

New research suggests tea is taking on a new role for younger consumers, who are increasingly turning to a cup of tea to prepare for everyday moments, from work and exercise to social plans.

The research reveals that 47% of Gen Z say tea has replaced alcohol as their version of ‘Dutch courage’—well ahead of the national average (37%) and almost double the rate seen among Baby Boomers (25%). The findings reflect changing attitudes to alcohol and moderation, as well as the growing role tea can play in modern daily life.

Six in ten Gen Z (62%) have made a cup of tea to mentally prepare for something, compared to four in ten (40%) Baby Boomers, suggesting tea is becoming more purposeful for younger consumers, moving from an everyday pause to a considered ritual.

Together, the findings point to shoppers looking for drinks that support different needs across the day, from a moment of calm before a work meeting to a reset before exercise or social plans.

Gill Close, Marketing Director, Twinings UK & Ireland, said: “Younger consumers are engaging with tea differently to previous generations, and that’s something we’ve been building on for some time. From growth of our Superblends, to launching Sparkling Tea, and our increased investment in social and creator-led engagement, we’ve been evolving how we show up for younger audiences—and today, Twinings is the number one tea brand among younger shoppers. GenTea is the latest expression of that momentum: a campaign that reflects how younger audiences are using tea in moments of preparation, reset and reflection, while staying true to the quality and heritage people associate with Twinings.”

With more than 300 years of heritage, Twinings continues to show how tea can remain relevant as consumer behaviours evolve, and the latest findings reinforce the opportunity to keep growing tea’s relevance with a new generation.

The shift also reflects broader category trends, including the growth of functional blends and changing habits among consumers who are drinking less alcohol but still seeking shared, real-life experiences.

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.”

To bring the insights to life, Twinings has created a limited-edition Tea Bag Bag, a compact accessory designed to carry a tea bag on the go.