finews

Jauch’s Selection: Rethinking Earl Grey

Swiss entrepreneur Markus Zbinden’s Avantcha brand has launched a Green Earl Grey that tames the typical perfume‑like bergamot of classic blends, letting the green tea’s freshness shine through. The tea is priced at 19 CHF (about $21) per 100 g and is brewed at 75‑80 °C for three minutes to achieve the intended balance. Peter Jauch’s column highlights the drink’s precision‑focused preparation, positioning it as a premium alternative for tea drinkers who find traditional Earl Grey too overpowering. The piece underscores how nuanced flavored teas are reshaping the luxury beverage market.