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This research aims to explore the rituals that accompany the consumption of a traditional drink, Moroccan mint tea, to identify paths and obstacles to innovation. We will present a theoretical framework that deals with tradition from both anthropological and marketing perspectives. The research was conducted using interpretative phenomenological analysis of conversations with two groups. Several constructs emerged from the interpretation of the data with NVivo software. One the one hand, the concept of commensality sheds light on the motivation for observing rituals, which, in turn, acts as a barrier to innovation. On the other hand, traditional consumption practices are being slowed by more rational attitudes, which offer openings to potential innovations. These attitudes are influenced by the health risks, the perception of impracticality, and the emergence of indifference to such practices.