Down Cemetery Road, the much-anticipated Apple TV+ thriller starring screen legends, Emma Thompson and Ruth Wilson, has put a spotlight on our unique, world-celebrated herbal infusion, Rooibos.
Adapted by Morwenna Banks from Mick Herron’s 2003 novel and streaming globally on Apple TV+, the British drama is set in suburban Oxford, where an explosion and the unexplained disappearance of a child disrupt 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” with Denise, nicknamed “Wigwam”, 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 our 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 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 local 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,” she notes. “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.”
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Rooibos (Aspalathus linearis) grows exclusively in the rugged fynbos region of the Cederberg in the Western Cape and has become widely consumed for its mild flavour and versatility. Known internationally as “red bush tea”, “rooi-bosch”, “red tea” or simply “bush tea” in markets, such as Europe, North America and Japan – it has established a foothold in key global regions, with cultural and literary references helping familiarise new audiences with our local brew.”
The Apple TV+ moment forms part of a broader trend of on-screen appearances in international productions that reflect Rooibos’ transition from regional staple to global culinary and lifestyle reference point.
Du Toit says seeing Rooibos woven into the fabric of a high-profile international drama underscores how mainstream it’s becoming in markets that once knew little about us or our prized “red bush”.
“Whether shared across a kitchen table or poured during a tense investigative breakthrough, Rooibos carries an understated symbolism,” she says. “It represents calm thinking in complex moments and increasingly, the world is taking notice.”
