SA’s beloved beverage takes centre stage in global hit series

The much-anticipated Apple TV+ thriller Down Cemetery Road, featuring acclaimed actresses Emma Thompson and Ruth Wilson, has brought South Africa’s beloved rooibos tea into the international spotlight.

Based on Mick Herron’s 2003 novel and adapted by Morwenna Banks, the British drama unfolds in suburban Oxford, where a devastating explosion and a child’s mysterious disappearance shatter the tranquility of a close-knit community. The series follows art restorer Sarah Trafford (Wilson) as she enlists private investigator Zoë Boehm (Thompson) to uncover the truth behind these disturbing events.

Tension: Providing a brief respite of humanity

In a particularly telling moment during the third episode, “Filthy Work”, Zoë casually offers to share a cup of “rooi-bosch tea” with Denise – nicknamed “Wigwam” – providing a brief respite of humanity amid the mounting tension.

Adele du Toit, spokesperson for the SA Rooibos Council, views each international appearance of rooibos as a significant cultural milestone. “Every reference represents more than a beverage choice – it’s recognition of South Africa’s unique biodiversity and the global appreciation for our indigenous flavours,” she explains.

A detective’s brew

Du Toit has observed rooibos developing a curious literary association with investigative fiction, where it frequently accompanies moments of contemplation and deduction.

From Alexander McCall Smith’s beloved No. 1 Ladies’ Detective Agency series to Deon Meyer’s acclaimed crime novels, rooibos consistently appears alongside detectives unravelling complex mysteries.
“There’s something rather poetic about how often rooibos features when fictional investigators are piecing together puzzles,” Du Toit reflects. “Whilst writers may select it for cultural authenticity, science suggests there may be more to this choice. Its naturally caffeine-free composition and rich antioxidant profile are linked to stress reduction and enhanced mental clarity – precisely what any investigator requires.”

Global: It has remarkable presence across Europe

Aspalathus linearis grows exclusively in the rugged fynbos region of the Western Cape’s Cederberg Mountains. Known internationally by various names – “red bush tea”, “rooi-bosch”, “red tea”, or simply “bush tea” – it has established a remarkable presence across Europe, North America, and Japan.
This Apple TV+ appearance forms part of a broader cultural phenomenon, as rooibos transitions from regional staple to international lifestyle reference point.

Du Toit sees these high-profile appearances as testament to rooibos’s growing mainstream acceptance in markets previously unfamiliar with South African culture.
“Whether shared across a kitchen table during quiet conversation or poured during a breakthrough moment of investigation, rooibos carries understated symbolism,” she concludes. “It represents calm thinking in complex times and increasingly, the world is taking notice.”