The classic builder’s brew is under threat from snowflakes. Millennials are shunning the cuppa in favour of herbal teas or coffee.
The stark warning came from the firm behind iconic tea brand PG Tips.
Graeme Pitkethly of Unilever said: “I drink five or six cups of builder’s tea a day, but unfortunately we are dying at a faster rate than generation Z and millennials are consuming it.
“They might drink tea, but they want to drink quite high-end, expensive products.
"They drink a lot of coffee. Britons guzzled 330million fewer cups of tea in the year up to May compared with the year before and sales of traditional black tea fell by 3.4%."
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PG Tips sales plunged by £7.7million to £98.7m in the year leading up to July but Mr Pitkethly insisted Unilever had no plans to sell the brand off.
He said: “UK consumers are just obsessive about it. PG Tips is still an unbelievably strong brand.
“It’s just low growth because the consumer demographic for high-volume builder’s tea drinking in the UK is something that’s not growing very quickly.”
It is not the first time snowflakes have ruined a favourite British drink – a TV advert was banned for linking alcohol with mountain climbing after a complaint from just one viewer in June.
Trossachs Distillery’s ad for McQueen gin showed three people walking and climbing in the Highlands.
The Advertising Standards Agency banned it because they “would need to make their way back down” from the mountain after having a drink.
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