The Tea Council of the USA has launched a photo-sharing sweepstakes encouraging tea drinkers to show how and why they enjoy tea—their “individualiTEA.”
This month is Hot Tea Month, and January 12 is National Hot Tea Day. To generate buzz about the drink, the Tea Council of the USA is asking tea lovers to share the ways they enjoy their favorite tea through the IndividualiTEA Photo Sharing Sweepstakes. People who post photos or explanations of how and where they enjoy tea on Twitter with the hashtag #IndividualiTEA can win a year’s supply of tea and $500. The sweepstakes runs through January 31.
— Kaitlyn Baklarz (@kbaklarz) December 9, 2016
— Nathan lee wheeler (@nathanlwheeler) December 23, 2016
“The goal of the sweepstakes is to engage millennials and create social buzz through Twitter about the many positive benefits of tea,” said Peter Goggi, president of the council. “Approximately 87 percent of millennials drink tea.” More than 50 percent of Americans drink tea—in more than 3,000 unique varieties, the council says.
The Tea Council decided to launch the sweepstakes after seeing a lot of social media around National Hot Tea Day in 2016 from consumers, as well as companies and brands offering deals and specials. “Thinking ahead to 2017, we wanted to amplify the excitement around National Hot Tea Day,” Goggi said.
The sweepstakes not only encourages people to explore, experience, and celebrate hot tea but also to showcase the 30-plus countries that produce tea. Some of the largest that are members of the Tea Council are Japan, India, Kenya, Sri Lanka, and Vietnam.
“Today, the U.S. is the third-largest importer of tea in the world, and the only western nation where tea consumption is growing,” Goggi said in a statement. “We are excited to be celebrating the different countries of origin. The diverse flavors and characteristics that result from the local geography, climate, elevation and soil of each country offers a taste to satisfy every palate and occasion.”
The sweepstakes marks the first time the Tea Council has launched this type of social engagement campaign. It has received more than 450 entries since its launch in mid-November. “With the younger generation of tea lovers and the success of the program so far, it’s likely that we will launch the campaign for a second year,” Goggi said.