Virginia Dare market research and survey data indicates a low incidence of regular hot tea consumption by Hispanic immigrants while they were living in their home countries.  This can probably be attributed to a number of factors:  tea brewing was not part of their food culture, tea was not readily available or affordable, traditional herbal teas were prevalent and were consumed infrequently and primarily for curative purposes.  Since many of the Hispanics interviewed came from tropical or warm weather homelands, cold beverages for refreshment were more desirable.  For immigrants to this country where hot tea is part of the national foodway, tea is available, affordable and climatically desirable to consume.  There is an opportunity to introduce and expand hot tea consumption with the Hispanic population in this country.  Critically important is how to position the product, develop promotion, deliver language appropriate messaging, and provide appropriate channels of distribution.