Brand boost for SA’s Rooibos tea in global Apple TV+ hit series

Streaming globally on Apple TV+, the British drama is set in suburban Oxford in England, where an explosion and the unexplained disappearance of a child disrupts an otherwise quiet community. The story follows art restorer, Sarah Trafford (Wilson), who turns to private investigator Zoë Boehm (Thompson) to uncover the truth.  

In Season 1, Episode 3, titled “Filthy Work”, Zoë casually suggests sharing a cup of “rooi-bosch tea”, giving the investigation a brief, humanising pause amid the rising tension. 

Adele du Toit, spokesperson for the SA Rooibos Council (SARC) says every time Rooibos appears in international fiction or on screen, it’s a small, but meaningful victory for the nation’s cultural footprint.  

“It’s not just a drink, but a symbol of South Africa’s unique biodiversity and the growing global embrace of our homegrown flavours,” she says. 

Rooibos appears in literature and film 

Du Toit adds that Rooibos has developed an interesting association in literature and film, particularly in detective fiction, where it often accompanies moments of reflection, analysis and problem-solving.  

From the much-loved The No. 1 Ladies’ Detective Agency series by Alexander McCall Smith to South African-based crime novels by Deon Meyer, Rooibos frequently appears alongside investigators piecing together complex puzzles.  

“It’s fascinating how often Rooibos is present when fictional detectives are connecting the dots,” Du Toit observes.  

“While writers may choose it for its cultural authenticity or warmth, science suggests it may offer more than comfort. Its naturally caffeine-free profile and antioxidant content are associated with reduced stress and mental clarity – qualities any investigator, fictional or real, would value.” 

Rooibos (Aspalathus linearis) grows exclusively in the rugged fynbos region of the Cederberg in the Western Cape province and has become widely consumed for its mild flavour and versatility.