Last August, I wrote about leading alcohol companies showing greater interest in adult drinks with less or no alcohol. Since then, there has been a stream of new zero proof drink launches.
Attention is also growing for adult soft drinks that draw on some of alcohol’s characteristics to create a premium experience and justify a super-premium price.
None more so, perhaps, than two restaurants in London charging wine prices for tea in wine glasses, paired with specific dishes.
• Claridge’s now offers four teas at up to £18 for 50cl.
• Club Gascon has selected three teas to accompany a five course meal for £15.
Both restaurants now have a tea sommelier and lavish considerable detail on how they’ve arrived at an even more special brew.
You might ask why it’s taken so long. Water sommeliers have been around for years and Norway’s Svalbardi is on sale at Harrod’s for the equivalent of $99 a bottle.