-By Kristin V. Montalvo

As consumers become more interested in tea and the ceremonies and rituals associated with this hip, yet ancient, beverage, retailers can incorporate themed tea events and parties to better promote their tea offerings. From the traditional English afternoon and garden tea party to the more modern Asian-inspired tea soiree, we show retailers how to sweeten teatime by setting up their own tea party, including all the accessories and food products that tie into each party's theme.

Sip by sip, the tea industry is booming. Just 10 years ago, there were roughly 200 specialty tea rooms and retail shops; today, there are well over 2,000, according to the Tea Association of the USA. Statistics from the Tea Association also show that consumer purchases of tea have increased for 15 straight years, with away-from-home consumption increasing 10 percent annually for a decade. Strong growth is anticipated for the next five years.

"Tea is undergoing a renaissance," said Joe Simrany, president of the Tea Association. Simrany said reasons include increasing awareness and popularity of specialty teas; ready-to-drink teas; and health benefits.

It seems more and more people are turning to tea as their primary hot beverage, and connoisseurs are discovering the wondrous range of flavors to be found in the different varieties from around the globe. From the Japanese tea ceremony to the customs of an English afternoon tea, the rituals associated with tea emphasize it as the mainstay of a lifestyle. Consumers are realizing the benefits of unplugging and taking some time out for themselves. Accordingly, the afternoon tea has been increasingly repackaged as a social event, replacing the bar as the venue for socializing with friends. Teas are even becoming the stylish way to entertain again after many years of being out of style.

As a result, tea parties have become all the rage these days; they're the theme of many formal and informal gatherings -- from bridal and baby showers to birthday parties and girls' day out. And they're not just limited to ladies who lunch. Even men are getting in on the action with old-school gentlemen's club tea parties, complete with yerba mate or earl grey tea and black tea martinis.

So it's time to shelve the concept of tea parties as they used to be. Forget any preconceived notions of Grandma's gloves, pinky fingers stuck up in the air, stiff upper lips, or ho-hum white bread sandwiches. In fact, the only thing tea parties of today have in common with the stuffy English pastime is an infusion of tasty tea, savory and sweet treats, and warming conversation with friends.

Throwing a Tea Party
First start out by deciding on a theme -- be it an elegant English tea complete with scones and clotted cream, a whimsical garden tea with iced tea and fresh from-the-garden fare, or an exotic Asian-inspired tea party featuring Matcha and the traditional Japanese ceremonial accessories.

Another option for a theme is to serve teas from one specific country or region and decorate accordingly. Think of the rich, jewel tones of India or Morocco and imagine napkins or a tablecloth set with gorgeous fabrics. If you have enough room, create a vignette on a low table with silk pillows for a sensual, fun setting.

You can also pick a color theme, and plan the tea and food around the color. How about having a strawberry theme, serving scones with strawberry butter, or strawberry jam cookies, or fresh strawberries with cream, or strawberry tea? Plan around the red and pink of the fruit, using red napkins and red plates. A lemon-theme table might include lemon tarts, lemon bars or lemon meringue pie. Platter garnishes could be lemon slices or wedges set on fresh green leaves.

Your tea party can be a formal affair served in the dining room or at the living room tea table, or as an informal tea enjoyed in the kitchen, garden, as a picnic, or any location of choice. It's really all about using your imagination to incorporate colors, themes and menu choices to create a memorable tea party of your own.

Tea Services & Accessories
There are several different types of tea services and even more accessories that complement them. The most common and well-known tea service is the afternoon tea.

Anna, the seventh Duchess of Bedford, is credited with the creation of afternoon tea, the social event, in the 1840s. It began simply enough, as a four o'clock snack to tide her over until the customary late supper. Friends joined her, and over the next few decades, the practice became steeped in tradition, etiquette, accoutrements, and, no doubt, tea party recipes.

An afternoon tea is commonly served between three and five o'clock and can consist of whatever the hostess chooses. Although we tend to associate dainty cucumber sandwiches and scones with afternoon tea, there is no set menu, and it really depends on the time of year, the setting, and personal tastes. Just remember that bite-size is the criterion not only for their delicacy of appearance but, more importantly, for the ease in eating.

And to host a proper afternoon tea party, you need to have the right accessories. First and foremost, a teakettle -- either electric or stovetop -- is a convenient appliance to have on hand. Those who brew tea frequently might appreciate an electric kettle that can not only heat water to boiling in seconds, but has the look and feel of a vintage kettle, giving tea devotees the best of both worlds.

Of course, a tea service would be incomplete without tea cups and saucers, teapots, creamers, sugar bowls, sugar tongs, and teaspoons that come decorated in everything from Victorian style with flowers and golden accents to sleek and modern stainless steel to everything in between.

To round out your tea service, you'll also want to look for a three-tiered plate stand (for your scones, pastries and tea sandwiches), teapot warmers (to keep your tea hot), tea strainers (to keep leaves out of your cup), tea infusers (to flavor a single cup of tea) and teapot bibs (to catch drips out of teapot spouts). All of these special accents will really signal to your guests that it's tea party time.

Offering ceremonial items, decorated items, fun accessories and a plethora of teas, savvy retailers can help consumers indulge in any aspect of their tea-drinking style. The following are three tea party themes to help inspire you -- complete with ideas for decor, menu and, of course, tea.

Traditional English Tea Party
Decor -- Think feminine teacups and saucers, a silver tea service, your best china (it doesn't have to match -- mismatched china patterns are very ‘in' right now), silver tiered trays for showing off your dainty nibbles, teapots, creamers, sugar bowls, sugar tongs and teaspoons. Other props can include an English staple -- an electric teakettle -- and a variety of different teapots, including the Brown Betty. Napkins are very important and should be linen, if possible. If not, there are some very pretty linen-textured paper napkins that work just as well. A delicate floral tablecloth and small vases filled with bouquets of ivory and pink tea roses make for a tea party decor that's fit for a queen.

Menu -- Three courses: First, serve finger sandwiches like cream cheese and watercress, cucumber and butter, chicken or tuna salad, cheddar cheese and tomato, stilton and pear, or egg salad. Make them pretty by cutting them into different shapes from rectangles to triangles to squares, alternating with dark or light breads. Next, serve scones or crumpets with a selection of jams and jellies, preserves, lemon curd, and clotted cream. Finish with sweets including petit fours, mini tarts, small cookies or bite-sized pieces of cake.

Tea -- For the classic English afternoon tea, popular teas to serve include Earl Grey, English Breakfast, Irish Breakfast, Lemon Verbena, Black Currant, Lady Londonberry, Lapsang Souchong, Russian Caravan and Jasmine.

Garden Tea Party
Decor -- To capture the whimsy of the garden surroundings, flowers are an obvious choice for decorating your tabletop. You can also fill a glass bowl with fruit -- lemons or limes add a burst of brightness while cranberries or bing cherries look ultra-luxe. If the forecast says rainy skies, turn your indoor space into a garden getaway by filling the room with potted plants and flowers, and using floral-decorated plates and glasses.

Menu -- Keep things light with fresh, seasonal ingredients. If you've planted herbs in your garden, be sure to incorporate them into dishes both savory and sweet. For a surprising twist, a chilled soup like gazpacho or vichyssoise provides a nice start to your garden tea. Mini lobster rolls and goat cheese and watercress tea sandwiches keep the menu light. Pass petit fours or individual fruit tarts for dessert. On very hot days, add a small bowl of fruit sorbet to keep guests cool.

Tea -- Iced tea or other herbal tea such as rooibos served in beautiful pitchers with orange slices.

Asian-Inspired Tea Party
Decor -- For an Asian theme, use bamboo place mats and Asian-inspired square plates, bowls, cups, and a variety of teapots including the clay Yixing and porcelain Kyushu. Instead of standard utensils, include chopsticks or soup spoons wrapped in colorful napkins. Decorate with fresh bamboo and hydrangea, and string Japanese lanterns nearby. For finishing touches, tuck fortune cookies in small lotus flower bowls.

Menu -- Think crackers topped with ahi tuna and dressed up with sesame seeds, cilantro and edamame; Thai beef skewers marinated in green tea and paired with a spicy lime dipping sauce; and vegetarian sushi rolls. Finish with creamy green tea ice cream and a fruit salad with chunks of papaya, mango, and ginger to calm your guest's palate.

Tea -- An Asian-inspired tea party presents the perfect opportunity for highlighting the wonderful teas now widely available to consumers. Experiment with exotic varieties of green teas like Gunpowder, Dragonwell, Hojicha and Sencha; black teas such as Golden Needle, Keemun, Lapsang Souchong and Assam; Oolongs like Pouchong, Qing Tea, Red Hood and Wuyi; or Matcha, a fine, powdered green tea used in the traditional Japanese tea ceremony.

If you would like to comment or send us your feedback on this feature, please send e-mail to kmontalvo@gourmetretailer.com.

Tea Service Glossary
Afternoon Tea is what usually comes to mind when people think of English tea ceremonies. It is a light meal typically served between three and five o'clock. Usual fare for an afternoon tea consists of finger sandwiches, scones, cookies and other dessert items such as small cakes and individual-sized tarts (also called Full Tea). While afternoon tea used to be an everyday event, nowadays, it is more likely to be taken as a treat in a hotel, cafe or tea shop. High Tea is most often served in replacement of dinner, typically eaten between five and six o'clock in the evening. It often consists of one or two hot dishes, and several cold items such as sandwiches and desserts. In recent years, High Tea has become a word for exquisite afternoon tea. Royal Tea is a full tea with a glass of champagne, sherry or other liquor added. Cream Tea is an afternoon tea that features scones, jam and clotted cream. A Light Tea is a lighter version of an afternoon tea with just a scone and a sweet.

How to Brew and Serve a Proper Cup of Tea
Whether you're planning a special afternoon tea party and want to impress your friends or you simply love a good cup of tea yourself, here's the proper way to brew and serve a pot of tea.
1. Fill teapot with hot tap water to warm it up prior to adding tea leaves and boiling water.
2. Fill teakettle with fresh, cold, non-distilled water.
3. Place kettle on stove and heat. Bring water to boil for black tea, rooibos, oolong, pu erh, herbal and fruit teas (200° F/95° C); bring to a simmer for green and white teas (180-190° F/90° C)
4. Just before the kettle begins to boil, pour water from teapot and add one teaspoon tea leaves per cup to pot, plus an additional teaspoon "for the pot."
5. Remove kettle from heat right after it comes to a boil, and pour six ounces per cup into teapot.
6. Pour water over the top of leaves and steep according to type of tea. Loose tea provides the best flavor because the leaves have an opportunity to unfurl and release their nuances. Follow the following steeping or infusing directions: black and pu erh teas for three to five minutes; white and green teas for one to three minutes; oolong teas for one to three minutes; tisanes and display teas (peonies) for five to 10 minutes
7. While tea steeps, ask a close friend to "do the honors" by serving the tea to your other guests.
8. Pour tea into cups using a strainer to catch loose leaves.
9. Enjoy!