The industry is also plugging the health aspects of tea, noting that anti-oxidant properties in tea help prevent cancer.
It is also good for the financial health of Sri Lanka.
Tea is Sri Lanka's main export commodity, bringing in US$660 million last year from the export of 292 million kilograms. Nearly six million kilos of tea is sold at the weekly auctions here which make Colombo the world's largest tea auction centre.
After failing with its conversion to the mass market, the Tea Board is now pushing for a "specialitea" and "diversitea" campaign to encourage producers to export value-added tea rather than sell tea as a raw commodity.
Teas grown at different elevations between 600m to 1,800m above sea level have unique characteristics similar to the wine produced in different regions of France.
The Nuwara Eliya tea grown on picturesque mountain slopes at an elevation of 1,830m give a lighter color, but have a rich and unique aroma and are popular in Britain and Japan.
The thick-bodied low-grown teas are more popular among tea drinkers in the Middle East.
The Colombo tea traders association is organizing a competition to choose the best speciality tea of the year. Colombo is hosting two international tea meetings this month, all aimed at bringing cheer to a struggling industry.
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