HOW TO CREATE INTEREST IN FINER TEA 107 



which cannot fail to have the most remarkable 

 results. 



It has long been said that if two cups of cocoa are 

 consumed, the lavish advertisement concurrent for that 

 commodity represents the cost of one cup. Tea is 

 getting into a somewhat similar position. If the 

 methods of publicity employed were directed to the 

 stimulation of the demand for finer classes of tea, the 

 public would benefit in the long run. Tea advertise- 

 ment, as at present mainly carried on, however, only 

 stimulates the demand for common sorts, to the 

 general loss. All the old epithets of the " fragrant 

 leaf," the " cup that cheers," and so on, will have to be 

 dropped if the present state of things continues, and 

 some other names be applied to the brew offered to the 

 public. 



The public do not want blackness and bitterness, 

 but should be able to appreciate fragrance, flavour and 

 aroma. There are plenty of fine flavoury Indian, Ceylon 

 and China growths prepared by the more skilled planters, 

 which give what discriminating tea drinkers require. 



Fine Darjeelings at prices up to 3s. 6d. and 4s. per Ib. 

 are relatively cheap at the money, for as tea is not a 

 food but a stimulant, it is the pleasantness of the drink, 

 and not its strength that ought to be studied. A pound 

 of fine tea also makes more cups than a pound of common, 

 while the difference in the cost on the three or four cups 

 of tea drunk by an individual in the course of a day is 

 almost incalculably small. 



The following approximate estimate of the cost of a 

 cup of tea at different retail prices is the result of actual 

 experiment. There appear to be about 112 teaspoon- 

 fuls in a pound of tea, and one teaspoonful is taken to 

 yield two cups up to the price of Is. 8d., and two and a 

 half cups above that price. 



