JOIN AN UPCOMING EVENT

CAFFÈ CULTURE LONDON SEP 30 - OCT 01

Caffè Culture 2025

Join Us in the Tea Village!

 
 
 

From 30th Sep - 1st Oct, we’ll be showcasing everything that makes speciality tea exciting right now  from rare single-origin brews to modern tea innovations and giving the hospitality industry a taste of what’s possible when tea is done right.

A bowl of matcha
 

What’s Happening in the Tea Village

  • Competitions – Test your skills in blind tastings or show off your latte art game (yes, tea latte art is a thing!).

  • Panel Discussions – Fresh thinking for a new generation of tea drinkers brought by industry experts.

  • Workshops & Tea Masterclasses – Hands-on sessions for hospitality professionals who want to raise their tea game, including brewing techniques, tea and food pairing, and service tips.

  • ESTA Hub – The Matcha Bar & Tea Bar

  • Networking – Meet producers, suppliers, and fellow tea lovers from across Europe in a vibrant, collaborative space.

ESTA Tea Competitions

TEA TASTING COMPETITION

sponsored by REGINALD AMES

 

12 Competitors

2 Rounds

5 Triangular Flights

Pick the odd one out

Learn more about the competition experience by reading our spotlight feature, featuring insights from competitor Mathew Lee and winner Mero Lam HERE

Two people tasting tea with red glasses on
 

Check the rules HERE

Register for the Tea Tasting Competition

 
 

When tracing the roots of our company, we stumbled across some tea-stained and dusty paperwork originating from the London Tea Auctions. It was amongst these that we discovered the earliest mention of a well-respected gentleman going by the name of Mr Reginald Ames. He was engaged in the purchase of several chests of the highest quality teas.

To this day, over 100 years later, we remain true to his beliefs, that only the best quality will do! The company has however grown and diversified during this time and now works with some of the worlds most prestigious brands, hoteliers, catering outlets, supermarkets and shop chains as well as a multitude of independent stores.

 

MATCHA LATTE ART COMPETITION

sponsored by Matcha and Beyond and Oatly

 

12 Competitors

3 Judges

Whisk your Matcha

Add your Foamed Milk

Create your Latte Art

Wow the Judges

Check the R&R HERE

Register for the Matcha Latte Art Competition

 
 
 
 

The founder, Olivia Nottin, is a nutritional therapist passionate about food. It was while she was helping her clients on their journey towards healthier eating habits, that she noticed their overconsumption of coffee and sugar-loaded lattes were particularly detrimental to their overall goal. Olivia recognised many couldn’t cut down on their habitual lattes and after discovering matcha, she felt it was the perfect alternative, with a very delicate taste, texture and many health benefits.

Olivia is matcha obsessed and having searched high and low across London, she realised there was a gap in the market. It was this which provided the inspiration behind Matcha and Beyond and her desire to bring it to a wider and more curious audience.

 
 
 
 

We’re a Swedish food company that makes delicious products from oats, which in turn makes it easier for people to live lives that are less taxing on the planet and their bodies. The Swedish part may or may not be important, depending on what you think of Swedes. But the latter part—our bodies, our planet—is essential to our existence.

 

Panel Discussions

 

The Future of Tea - Fresh thinking for a new generation of tea drinkers.

  • Tuesday 30th September, 12:00 (ESTA Hub)
    Brew for the Planet: Climate and Nature Positive Grounds

  • Wednesday 1st October, 14:30 (Caffè Insights Theatre)
    Matcha Rising: Balancing Demand, Quality & Sustainability

Speakers / Panellists include:

  • Olivia Nottin – Matcha & Beyond

  • Annabel Kalmar – Tea Rebellion

  • Oscar Woolley – Suki Tea

  • Ajit Madan – Camellia’s Tea House

Plus other ESTA members and invited experts

A person is talking with a microphone, there are other two people sitting with her. Another person is standing in front of a lectern
 

Workshops & Masterclasses

 
A group of people sitting around a table learning how to make matcha
 

Alongside the tastings and competitions, visitors can join:

  • Expert-led masterclasses on brewing and tea preparation.

  • Matcha and tea innovation sessions.
    (Schedule will be shared every morning)

 

ESTA Hub

sponsored by Marco, Mount Everest Tea and Suki Tea

 

  • Tea Bar – curated tastings across speciality black, green, white and oolong teas.

  • Matcha Bar – NEW for 2025! Matcha is having its moment, and our dedicated bar will explore its flavour, versatility, and customer appeal: high-energy demos, free tasters (hot, iced, latte).

  • Immersive Brew Bars – guided brewing experiences by ESTA members.

 
 
 

We design and manufacture innovative and energy-efficient beverage dispense solutions.

We collaborate with our partners and communities  to re-imagine beverage excellence and create a healthy, sustainable future.

As a proudly certified B Corp Company, we want Marco to be a force for good in this world, and we want our customers, communities, and employees to feel proud to work at, and do business with Marco.

 
 

Your Tea Wholesaler with good taste from all around the world 

Every cup is a perfect taste experience – that’s what Mount Everest Tea Company has been about for decades. Choose from the 550 catalogue teas or have individual blends developed according to your wishes. Discover our bestsellers and many novelties that will impress your customers with exciting looks and special taste nuances. 

 
 
 
 

Founded in Belfast, SUKI - Tea Makers ethically source and blend loose leaf teas, herbal infusions and fruit blends from all over the world. Our commitment to quality is reflected in responsible sourcing, great taste and delivering the very best customer experiences.

 
 

Why Visit the ESTA Stand

This is more than just another trade show stand. The Tea Village is a shared stage for our members and the speciality tea community, with joint promotion, brand visibility, and face-to-face time with decision-makers in cafés, hotels, restaurants, and retail.

Whether you’re looking to:

  • Source exceptional teas

  • Learn from industry experts - Maybe you want to start a tea business

  • Discover new tea equipment and service ideas for your cafe 

  • Or simply connect with like-minded professionals

…the ESTA Tea Village is where it’s happening.

 
 
 

How to Get Involved

We still have a few opportunities for members, sponsors, and competition entrants to take part.

  • Subsidised Member Pitches – £1,080 for ESTA members (limited availability) 

  • Sponsorship – high visibility and brand association with a fast growing sector in hospitality

  • Volunteer – Be part of the action and help showcase speciality tea to the hospitality world 

  • Join the members at the ESTA reception on Tuesday 30th September, 5pm

    at Matthew Algie Showroom 233, 1st Floor BDC.

    A chance to catch up at our informal reception and meet the members.

    (open to all) .

 

Let’s show the industry that tea isn’t “just tea” anymore

 

To exhibit: Contact Dan danb@livingmediaevents.co.uk

To volunteer or register competition interest: Contact Jay jay@specialityteaeurope.com

To register competition interest, fill in this form