Move over, Dutch courage. For Gen Z, it’s a brew, not a beer, that steadies the nerves before a big moment.
New research from Twinings shows half of Gen Z (47%) say tea has replaced alcohol as their drink of choice to prepare for life’s moments. That’s well ahead of the national average (37%) and almost double the level seen among Baby Boomers (25), highlighting a clear generational divide in how people prepare for situations.
For younger consumers, tea is less of a habit and more of a ritual. Six in 10 (62%) Gen Z have made a cup of tea to mentally prepare for something, compared to just four in ten (40%) Baby Boomers.
One such tea drinker, Isabella Ayala Heaton, even had a cup of tea to steel her nerves before a first date – and she’s still with them now.
Isabella, a 25-year-old videographer, says: “I always have a cup of tea before a night out. It helps me get into the right mindset before going out with friends, or even before a date. I get that energy boost from a caffeinated tea, but still feel clear-headed, so I guess you could say it’s my own version of Dutch courage!
One of the more memorable times was ordering a cup of tea in a pub instead of a pint while on a date. It got a few funny looks, but we ended up laughing about it and we’re still together six months later. Tea is part of my routine – it gives me a moment to gather my thoughts, and it’s usually my go-to when I want a moment for myself, or a quick energy boost.”
The moments that call for a brew
From life’s big milestones to everyday moments, young adults are turning to tea before it all. The research shows that Gen Z reach for a cup of tea in high-pressure situations like driving tests, and big work meetings, and more everyday moments like watching a big TV finale, opening their email inbox after annual leave, and before a spot of exercise.
The top 10 tea moments for Gen Z include:
- Watching a TV finale they’ve been emotionally invested in
- A big test or exam, from driving tests to Uni exams
- A big work meeting
- Before a long phone call with friends or family
- Commuting in for office days
- Preparing for exercise, from running to the gym or even a hot girl walk
- Before their first day at new job
- Opening their work emails after some blissful annual leave
- Dealing with life admin
- Having a feedback conversation at work
Twinings has partnered with photographer Jess Govinder to bring these moments to life in a stylised, expressive, and visually native way.
Never be caught without a cup of tea
Research shows that the urge for a preparation brew doesn’t always strike at home, so Twinings has launched a limited-edition Tea Bag Bag – a compact, carry-anywhere accessory designed to make sure a moment of calm is always within reach.
Designed by Saffron Rutter, the Tea Bag Bag is small enough to clip onto a tote, a gym bag, or a work bag, and hold a Twinings tea bag, so whether it’s a pre-interview commute, a nerve-steadying moment before a workout, or the walk to a first day at a new job, the ritual travels with you.
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.”
A new form of self-care
Nearly half of Gen Z (49%) say that having a cup of tea before a big moment makes them feel like the main character in their own life, compared to just 35% of the general population. But this isn’t just about reaching for the kettle on autopilot – a third (32%) describe making a tea as a calming process, while a quarter (25%) see it as a form of low‑effort self‑care.
Over a fifth (22%) say that having a cup of tea is a habit steeped in history, but preparing it feels like a modern day mindfulness ritual. A similar percentage (21%) say they actively enjoy the manual act of making tea as a break from screens.
Gill Close, marketing director, Twinings UK & Ireland says: “This generation have always found their own way to do things, and this research shows that extends to how they prepare for the multitude of moments they are juggling in their busy lives. A cup of tea has long been part of family life in the UK – a small ritual passed down through generations – but younger consumers are now making it work for them. They’re not walking away from the tradition; they’re adapting it to fit their own routines, tastes and everyday needs.”
For the chance to win a limited edition Tea Bag Bag, visit Twinings’ website: www.twinings.co.uk/genteacomp, and find out more here: www.twinings.co.uk/gentea.
