Dear Food Enthusiasts,

In today’s world, where wellness and mindful consumption are paramount, more people are choosing to drink less alcohol, and non-alcoholic beverages have stepped up to the occasion. T.I.N.A. (This Is Not Alcohol) is one such innovative player in this space, crafted by cousins Imogen Hayes and Christina Trabucco in Australia. T.I.N.A. isn’t just a drink—it’s an experience for those who want a complex, flavorful option without the alcohol.

FOODIE FIND: T.I.N.A.’S FLAVORFUL BLEND OF TEA AND BOTANICALS

T.I.N.A.’s distinct taste profile is created by:

• Complex Blends: Tea, botanicals, and fruit are blended to create a beverage that is flavorful and non-alcoholic.

• Seasonal Ingredients: The natural ingredients change with each season, providing subtle variations to every batch.

• Thoughtful Pairings: With acid and tannin levels designed to pair well with meals, T.I.N.A. is a sessionable drink that complements fine dining.

FEATURE ARTICLE:
T.I.N.A. – A Luxurious Non-Alcoholic Beverage Journey

Exploring the Craft and Complexity Behind T.I.N.A.

The demand for non-alcoholic and low-ABV (alcohol by volume) drinks has surged in the post-pandemic era. A 2022 report by the International Wine and Spirits Record (IWSR) across markets like Australia, Japan, and the United Kingdom found that the no/low-alcohol category had exceeded USD$11 billion, with growth projections set to increase by a third by 2026. This trend has provided the perfect setting for T.I.N.A., a unique, luxurious non-alcoholic beverage by two cousins with deep roots in Australia’s boutique beverage industry.

An Elevated Alternative for Discerning Palates

T.I.N.A. is a non-alcoholic drink created to be as sophisticated as a fine wine or a craft beer. However, it isn’t a replica. “T.I.N.A. is not a replica beverage,” says Imogen Hayes, one of the co-founders. “It’s not sweet, and it has enough acid and tannin to be sessionable.* We use a balanced blend of tea, botanicals, and fruit to craft flavor and complexity.”

The journey to create a drink that holds up in premium dining settings was no easy feat. Hayes and Trabucco wanted a drink that felt like it belonged alongside a wine list, without trying to imitate wine. “Making drinks for a cafe or restaurant is very different from manufacturing a product that needs to be shelf-stable for a year,” notes Hayes, highlighting the challenges of commercializing their product.

Roots in Australia’s Beverage Scene

Trabucco and Hayes have strong backgrounds in the industry: Trabucco opened her first coffee shop in Melbourne’s Thornbury neighborhood in 2013 and later expanded into coffee roasting and tea importing with her company Assembly. Hayes, who spent the last decade in the Australian wine industry, focused on bringing premium wines to Asia and the US, living in Hong Kong and Taiwan. The idea to work together emerged in 2018 during a tea-buying trip Trabucco invited Hayes on—a spark that led them to co-create T.I.N.A.

In developing the T.I.N.A. prototype, they spent two years reaching out to food and beverage professionals for feedback. “This helped us make key decisions as we hoped their palates would be similar to those of our potential buyers,” explains Hayes. T.I.N.A. caters to the B2B market, focusing on premium dining and hospitality. “We felt there was a gap for a drink with complexity and without sugar that would appeal to wine or cocktail drinkers,” Hayes adds.

A Unique Tea-Based Recipe for a Non-Alcoholic Market

At its core, T.I.N.A. is a tea-based beverage with 12 natural ingredients that vary subtly with the seasons. Trabucco takes the lead in sourcing teas from China, Taiwan, and Japan, working directly with farmers. The botanicals and fruits are locally sourced in Australia. Unlike mass-produced soft drinks, T.I.N.A. requires tasting, rebalancing, and tweaking each time a new batch is brewed, ensuring each bottle maintains the desired flavor and complexity.

Scaling T.I.N.A. has been challenging, particularly due to Australia’s limited beverage manufacturing industry. “Finding reliable places to can our drink and people who can meet our requirements has been a struggle,” Hayes explains. However, the commitment to quality has paid off, with T.I.N.A. now featured in top-tier Melbourne restaurants like Supernormal and Embla, as well as Sydney’s Sixpenny and Liquor Merchants. Interest in T.I.N.A. is also growing in Brisbane, Adelaide, and Perth. “A lot of our business started from word-of-mouth,” Hayes shares. “The industry is small enough that news spreads quickly if people like something.”

Recognition and Looking Ahead

Recently, T.I.N.A. received the Trailblazer Award at the Melbourne Food and Wine ‘Legends and Trailblazer’ dinner, a nod from industry peers that Hayes values deeply. “We love dining at wine bars and restaurants, and connecting with sommeliers and buyers feels natural to us,” she reflects.

Looking forward, Hayes has her sights on expanding T.I.N.A. globally, though she emphasizes the importance of a well-thought-out launch strategy. “It’s an area I used to work in, but we want to ensure our approach is right before entering new markets,” she notes. The team is already pushing creative boundaries with collaborations, such as their recent “tea beer” project with a non-traditional brewery.

What is T.I.N.A.?

T.I.N.A. is a luxury non-alcoholic beverage crafted with 12 natural ingredients, led by tea as its base. Its flavors shift subtly with the seasons, creating a complex, flavorful drink that appeals to wine and cocktail enthusiasts alike.

DAILY BITES:

WHY T.I.N.A. STANDS OUT

• Crafted Complexity: T.I.N.A. is designed to hold up in premium dining, thanks to its careful balance of acidity and tannins.

• Focus on B2B: By targeting the hospitality and premium dining markets, T.I.N.A. has carved out a unique niche.

• Sustainability in Sourcing: Trabucco’s connections with farmers in China, Taiwan, and Japan enable T.I.N.A. to support sustainable sourcing.

MARKETING MUNCHIES:
STRATEGIES FOR PROMOTING NON-ALCOHOLIC BEVERAGES

• Highlight Health and Wellness: Appeal to consumers’ wellness-oriented lifestyles by emphasizing T.I.N.A.’s mindful, non-alcoholic approach.

• Share the Story: Use social media to tell the story of how T.I.N.A. came to be, giving customers a personal connection to the brand.

• Focus on Quality: Emphasize the seasonal, small-batch process and unique ingredients that distinguish T.I.N.A. from other non-alcoholic beverage