Berlin International Tea Conference 2025

The Main Stage is the core forum of the Berlin International Tea Conference – a space where global voices in tea come together to share strategies, research, and real-world experiences. From keynote talks and brand spotlights to expert panel discussions, this stage offers a panoramic view of the tea industry's present and future.

Topics span industry trends, market strategies, cultural transmission, innovation, and sustainability. Speakers include thought leaders, brand founders, producers, academics, and researchers. Each talk is not only a source of insight but an invitation to engage in broader dialogue.

Format Highlights:

Program includes Keynotes, Talks, and Panel Discussions
Main language: English

The future of tea begins with shared ideas

Tea Corner is an informal yet focused space for in-depth, speaker-led group discussions—no stage, no slides, just people sitting together, sharing curiosity and real dialogue. Each session is guided by the speaker and shaped by active participation. This is where meaningful exchange unfolds: through questions, reflections, and practical insights. From sensory complexity and cultural shifts to sourcing challenges and entrepreneurship, Tea Corner is a space for conversations that may not belong on a main stage—but matter deeply.

Format Highlights:

Small group format (approx. 10–20 participants)
Speaker-led conversations and live group discussions (no external moderator)
No stage, no presentation slides – just tea and shared ideas
No reservation required – feel free to join at any time
Main language: English (or as decided by the speaker and participants)

Where tea meets ideas – and conversations unfold naturally.

Opening hours: 11:00–18:00

Tea Hub is a dedicated space for focused, private business conversations in a quiet, professional, yet relaxed setting. Designed for meaningful connections between suppliers, brands, buyers, distributors, media, and institutional partners, it features a clean and functional layout ideal for one-on-one meetings, early-stage partnership talks, and press interviews.

Whether planned or spontaneous, this is where opportunities are born.

Format Highlights:

private setting ideal for focused conversations
Suitable for one-on-one meetings, product previews, and in-depth networking
Open to all conference participants (free time slot reservations available)

Real partnerships often begin with a simple face-to-face conversation.

A dynamic and collaborative conversation between Michael D. Ham, Co-Founder and president of Wild Orchard Teas, and author and host of ’The Tea Explorer’ documentary Jeff Fuchs, that focuses upon regenerative farming practices and the future of tea.

With Wild Orchard Teas being one of the most exciting tea projects in the agricultural space right now, this keynote will highlight the efforts of Wild Orchard to (re) integrate the ‘old ways’ of bio-dynamic and regenerative principles into tea’s present and future from reconstituting the soils to reenergizing entire communities.

In the words of Wild Orchard tea cultivator and maker, Mr. Jeong, “Good tea starts with good soil and good environment. It is that simple”.

Fuchs will highlight and link in his own living and exploring and documenting in Yunnan province and a recent visit and stay at Wild Orchard’s Jeju Island gardens and how many of the old ways of tea cultivation within the ancient tea forests of Yunnan mirror each other. He will explore the importance of revisiting some of the traditional agricultural practices and how Wild Orchard has managed to re-energize communities and the soil, all while creating award-winning teas.

An informal and provocative mix of old ways and views and new paths.

Matcha’s journey began in Zen Buddhism, where it was used for meditation and focus. Today, it has evolved into a global trend, with innovative creations like the Matcha Strawberry Latte reflecting its modern appeal. As its popularity grows, Matcha is now an essential ingredient in cafés, desserts, and wellness products.

The future of Matcha is bright, but also faces challenges: as demand increases, supply limitations andsustainability concerns will shape the market. Premium, sustainably sourced Matcha will become even more valuable, creating new opportunities for brands to stand out.

This presentation highlights the evolving role of Matcha, its growing influence, and how to tap into the trend by positioning products for success in an ever-changing market.

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Thomas Grömer, also known as the Teepapst is Europe’s leading expert on premium tea. In an exclusive talk, he presents his Tea Business Mentoring program. He explains how he guides entrepreneurs step by step in building a successful and sustainable tea business and shares hands-on, proven strategies for long-term success.

Solvejg Klein, Chocolate Artist & CEO of Das Bernsteinzimmer, will discuss why there is so much bad Matcha Chocolate, how to recognise it, why good Matcha chocolate cannot be produced industrially, and what challenges there are in storage and packaging.

Thomas “Teepapst” Grömer recently added Das Bernsteinzimmer to his portfolio — underscoring how key, senior mentorship is when scaling within the tea industry. In this moderated discussion, participants and industry experts will exchange insights on strategic paths to achieving fast yet sustainable growth. Thomas Grömer will lead the conversation and contribute his many years of experience — from studying tea sciences in Japan to building internationally recognized companies.

As China’s new-style tea wave gains momentum, Shangshan Hecha has emerged as one of the most dynamic and beloved brands among a younger generation of tea consumers. Founded in 2021, it quickly became the most popular tea shop in every city it entered—known for its strong brand identity, elegant aesthetics, and authentic connection to Yunnan tea culture.

In this remote session, Founder Yu Zhang will join us live to share the journey of building Shangshan Hecha from scratch: from his roots in aerospace engineering to becoming a disruptive force in China’s tea industry. Once considered “too serious” by his peers, Zhang challenged standards in the Pu Ehr tea world before launching a tea brand that tourists now flock to when visiting Yunnan.

What makes Shangshan Hecha different from other tea chains? How does his background in traditional tea influence his take on the fast-moving new tea beverage sector? And what can international markets learn from the branding, customer engagement, and product philosophy of this rising star? Don’t miss this look into China’s future tea economy, straight from one of its most insightful voices.

Exploring the current landscape of organic tea production in China: market dynamics, barriers to growth, and future potential.

With nearly 20 years of hands-on experience in organic tea cultivation and production, JIng Huan—a graduate of China Agricultural University, the country’s leading institution for agricultural science—has been at the forefront of China’s organic tea movement since its earliest stages. In this talk, he will provide an in-depth analysis of the sector’s development, current limitations, and the road ahead.

Drawing on his extensive field expertise, Huan will offer a grounded, insider perspective on the unique challenges facing organic tea in China today, the evolving certification landscape, and the opportunities emerging across both domestic and global markets. His insights combine deep agronomic knowledge with a clear understanding of the entire supply chain—from soil to export.

In this presentation, the audience is invited to explore how speciality tea is moving far beyond the traditional cup and becoming part of a wider cultural and lifestyle movement. The session highlights three key areas currently reshaping the global and European tea markets.

First, Matcha 2.0 shows how this iconic green tea has evolved into a modern wellness and social phenomenon, from early-morning matcha raves and silence cafés to community run clubs and stylish matcha bars. Second, the rise of NOLO (No- and Low-Alcohol) tea concepts demonstrates how fermented and sparkling teas, refined kombuchas, and tea-based pairings are becoming central to fine dining and mindful drinking experiences. Finally, the emerging category of powdered teas beyond matcha—including sencha, hojicha, oolong, and black teas—reveals new opportunities in lattes, desserts, and wellness products, combining convenience with culinary creativity.

Supported by market analysis and real-world examples, this talk provides a forward-looking perspective on the trends and innovations shaping the future of speciality tea.

There is no noteworthy discourse in the Western world on the topic of sensory tea quality — understood here as the overall sensory impression of tea. Approaches to this subject vary widely: they range from trained tasting panels striving for scientific objectivity, to experience-based evaluation criteria, to spiritual or intuitive dimensions.

This talk is an attempt to situate and contextualize this complex and often controversial topic. Rather than proposing a definitive definition of quality, it aims to present a range of perspectives, highlight their implications, and open space for reflection and exchange. The question of method remains open — the focus lies on mapping existing approaches and initiating a dialogue about how sensory quality is perceived, evaluated, and negotiated.

After the talk, participants are invited to join a group discussion led by Toby Hurschler, offering the opportunity to explore the topic more deeply.

In this dialogue, hospitality professionals share their real-world challenges with tea service. The tea industry listens, gains insight, and together they explore practical, actionable solutions for bringing high-quality tea into the guest experience.

Guests:

🔸Dominique Vockeradt, Director of Commercial, Hotel Berlin Berlin

🔸Erika Hermo Trinanes, Food & Beverage Manager, Ermelerhaus, art'otel

🔸Dr. Erik Spickschen, Co-Founder & Tea Expert, Oukan - Vegan Fine Dining & Tea, Berlin

and more...

Moderated by Olaf Tarmas
– founder and editor-in-chief of t-Magazin – this session invites open dialogue between hotel experts and tea professionals to uncover common ground and new approaches.

How do you launch and position an online tea business today?

In this session, Olaf hosts a conversation between experienced founders of leading German online tea shops and newcomers who are just entering — or considering entering — the tea industry.

Guests:

🔹Christian Beck, Founder & CEO, Teekenner GmbH

🔹Jürgen Pitzschel, Founder & Tea Expert, Tea Addicts

🔹Peter Ulok, Founder & Tea Expert, InfiniTea Leaves

and more...

Together, they’ll share honest insights about the challenges of getting started, what they wish they had known earlier, and what it takes to stand out in a competitive digital market.

A valuable exchange for anyone dreaming of building their own tea brand online.

Brand Introduction & Opening Toast at Networking Session.

To mark the transition from structured talks to open exchange, we’ll begin our networking session with a special moment of Tea Innovation:
The team behind EST. – Sparkling Tea will briefly introduce their brand story, share what inspired their modern take on tea, and offer a toast to new connections and collaboration.

Let’s raise a glass (of tea!) together and open the space for informal conversations, new partnerships, and the joy of shared tea culture.

Open dialogue

How do we define “good tea”?
How subjective is sensory quality?
What role does training play?

Reflection & practical takeaways:
How can we apply this in daily practice – as buyers, sellers, or educators?

Target Audience

Tea professionals (retailers, sommeliers, buyers)
Tea educators & trainers
Sensory science enthusiasts
Anyone interested in how taste and quality are interpreted and communicated

Language
Mainly English, with optional support in German or French depending on group

An open conversation about our experiences as tea producers working with different certification systems – including Fair Trade, Rainforest Alliance, Organic, and Regenerative Agriculture.

Discussion topics include:

What do these labels really mean for producers and consumers?
How do certifications influence farming and business decisions?
What are the challenges and opportunities behind maintaining certified status?

Target audience:

Tea producers and importers
Sustainability professionals and Retailers
Anyone interested in the real-world impact of certification systems in tea

Language
English, with optional support in French depending on group

Berlin International Tea Conference 2025

About BITC 2025

Main Stage

Tea Corner

Tea Hub

PROGRAM 2025

Open dialogue

Target Audience