Purpose: Despite of being the second highest per capita consumed drink/beverage in the Ireland, the sales of tea in the cafes in the country are still threatened by other beverages in the industry. The existing markets and the consumer perception plays a significant role in this study. In this research, the main purpose is to analyse the areas of opportunities for growth of tea café culture in Ireland. The researcher tries to gain knowledge and facts from the history and science to validate them for the present trends of the beverage industry and marketing strategy.
Moreover, the literature from studies examined for other parts of the world have helps the researcher to identify the challenges for implementing them in Ireland.
Methodology: The researcher evaluates the results from the data collected from questionnaires among the customers of population based in Ireland of all age and occupation, and from 5 interviews of the café business operators in Ireland. The research approach for this study is inductive, that means theory is the outcome of the research.
Conclusion and Recommendations: The existing market for tea as a beverage in Ireland can be categorized as differentiation or fragmentation. The outcomes reflect a positive influence on consumers from better awareness of health benefits from tea and a place to socialise which can be provided on improving overall experience during the process. The businesses operators can adopt differentiation through re-invent the product and improving the over-all experience of the customer which comes with experiential marketing. Health benefits & developing a theme of tea café has been recommended as the area of focus highlighting the use of experiential marketing.