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Tea is an ancient drink, which has been incorporated in an increasingly expressive way in the most different cultures and consumption occasions, establishing itself as the second most consumed beverage in the world. However, in Brazil, there is still little scientific research dedicated to understanding market issues and the trends involved in drinking practices. Therefore, the objective of this study is to analyze how the main trends that permeate the Brazilian tea market are implemented by the largest gourmet tea chain in the country, the Tea Shop. This study is characterized as an exploratory research with a qualitative approach, using the case study method with multiple sources of evidence collection, namely: document analysis, physical artifacts, direct observation and in-depth interviews with the company's Chief Executive Officer in Brazil and the sellers of the sales points visited. Data triangulation was used, together with content analysis for the treatment of the collected material, having revealed the approximation with the customer as one of the main means for the application of the company's strategies, as well as the offer of differentiated sensory experiences and the maintenance of the exclusive character of the products, which have quality as their main attraction. Initiatives that combine personalization, innovation and convenience were also identified as expressive means of adapting to market demands, which presents the development of exotic and local flavors allied to the practice of sustainable actions as opportunities. [ABSTRACT FROM AUTHOR]