Profile: Paper & Tea, Berlin, Germany

I’ve been curious about the growing popularity of quality teas worldwide, wondering if they signify an opportunity for kombucha brands to appeal to some of the same consumers. My review of The Republic of Tea noted the origins of this trend in the United States in the 1990s. While in France earlier this year, I spotted two quality tea stores in La Rochelle. Therefore, I was fortunate to meet tea sommelier and ‘Head of Tea Experience’ for Berlin-based Paper & Tea, Eduardo Molina Anfossi, at the November Kombucha Summit. At the time, I missed out on the opportunity to visit one of P&T’s Berlin stores in Germany, but Eduardo scheduled time to talk with me on the phone. Paper & Tea is a Berlin-based company and pioneer in a worldwide movement toward enjoying high-quality teas. Founded by Jens de Gruyte in 2011, they have been working to create a stronger market awareness for good tea and a modern tea culture. These marketing lessons are clearly transferable to any brand wanting to introduce quality kombucha. The trend to refined teas was not an overnight thing. No more than kombucha is enjoying overnight success. Indeed, it took ten years for P&T to achieve significant growth. Just so, it’s still early days in most countries of kombucha. As quality tea gains market share, so, Ipso facto kombucha. Jens’ passion and motivation to found a tea company are apparent in this exquisite video: Tea philosophy Just as there is a ‘kombucha philosophy’ around gut health, embracing a new trend, and breaking down preconceptions about what an acceptable beverage looks and tastes like, so P&T has identified the thousand-year-old philosophy of tea drinking: Tea is much more than just a drink. It connects us as a medium of human communication, culture, inspiration, and creativity. And that’s just what we want to bring alive with you. Together we want to explore new horizons, exchange ideas, and create exciting encounters. P&T sells hand-processed pure, whole-leaf, and herbal teas of the highest quality. They offer a collection of classics such as white, green, black, yellow, Oolong, and Pu-Erh tea, all from carefully chosen growing regions. Quality experience Each of P&T’s growing number of stores offers a quality experience. They are venues designed to host the enjoyable experience of drinking tea with friends.