#5
Gong Cha – Caviar Milk Tea
My favourite launch is Gong Cha’s Caviar Milk Tea, combining freshly brewed tea, milk and caviar for a ‘flavor journey like never before’… Ok, not really – this product is just an April Fools’ prank from Gong Cha’s US Instagram. However, it highlights the playful creativity re-emerging in the beverage industry as brands seek new ways to engage with consumers. The momentary pause to question its authenticity underscores the level of innovation and premiumization in the category, reflecting the very real trends in the market.
- Siân Edwards,
Director of Strategy and Insights