I am part of the "Tea Culture". Have slowly switched over to more coffee than tea, but still definitely prefer tea.
If you are not familiar with the loose leaf brands/types out there, you will probably assume tea is a weak and inferior brew, but you'd be very far off base. There are teas out there from the Assam region that rival the strength of coffee in both fullness and caffeine/perk.
With dozens, if not a few hundred varieties and types out there, there is definitely some strength in the sector.
It's a good move in my opinion to "reach out" to those of us either on the fence or on the other side of the divide completely. Remember-- green and herbal teas are pro-health and get the superior pricing power.