Millennials, introduced to tea in a refrigerated, ready-to-drink format, are experimenting with and making an occasion out of loose-leaf tea. Starbucks has opened Teavana Fine Teas + Tea Bar, while other companies are experimenting with flavors and forms. "Tea is rock 'n' roll," Bevmark Consulting President Tom Pirko said. "It's healthy; it's getting a lot of good movement from the backlash against carbonated soft drinks; a lot of people are drinking it; and there is a lot of competition."

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