The British Invasion of Tea: How Advertising Wars Influenced America's Tea Drinking Habbits

Authors

Maddux L. Mullinax, Liberty UniversityFollow

Abstract

This paper examines the historical shift in American tea consumption from green to black tea during the early to mid-20th century. Initially, green tea from China and Japan was predominant in the U.S. until the 1920s. The transformation to black tea was spearheaded by British tea growers from India, notably through the strategic marketing efforts of Sir Charles Higham and the India Tea Growers Association (ITGA). Their campaigns focused on aligning black tea with American tastes, distancing it from its British colonial connotations, and leveraging global trade dynamics. The influence of World War II further entrenched black tea's dominance, with the India Tea Market Expansion Board (ITMEB) continuing to reshape public perception through innovative advertising that promoted black tea as a modern, vital beverage, while also addressing brewing methods and gender stereotypes in tea consumption. This research highlights the significant role of advertising, historical events, and cultural identity in altering consumer preferences, leaving an enduring impact on American tea culture.

Recommended Citation

Mullinax, Maddux L. (2025) "The British Invasion of Tea: How Advertising Wars Influenced America's Tea Drinking Habbits," Bound Away: The Liberty Journal of History: Vol. 7: Iss. 2, Article 7.
DOI: https://doi.org/10.70623/RMDJ2986
Available at: https://digitalcommons.liberty.edu/ljh/vol7/iss2/7