Championing the craftsmanship of tea, the brand is committed to honouring tea cultures around the world – and showcasing precious art forms across generations. Journey to a remarkable tea estate of Shizuoka Prefecture – the heart of Japan’s tea industry with the arrival of the highly anticipated 2024 Sencha Nouveau – an invitation to celebrate the voyage from tea plant to teacup.
Symbolic of the first flush of the year, Sencha Nouveau, or Shincha Sencha, is a harbinger of spring. This fine harvest, single-estate tea reflects the mastery of our tea artisans, further embodying the art of tea production and a lifestyle of tea appreciation and refinement, that marries tradition and modernity in a signature TWG Tea fashion. Channelling a precious art form, an emblem of everyday elegance – each cup of Sencha Nouveau embraces the art of the new while containing a generation of craftsmanship.
Harvested in the month of May, this exceptional tea is crafted through a special cultivation method, designed to enhance the aroma and fragrance, that shades the tea tree, known as kabuse cha – which nurtures a distinct ooi-ka, a signature of the finest Japanese green teas.
Once harvested, the freshly picked tea leaves are processed within the day and undergo fukamushi cha, a deep-steaming process that yields a complex aroma, layered with subtle accords of honeysuckle and a velvet finish. A defining characteristic of Sencha Nouveau – the infusion begins with the sensual warmth of a brilliant jade cup. The clean base is then lifted by enveloping muscatel and vegetal notes; each sip is anchored by a hint of umami with a creamy, addictive trail – for unexpected encounters in a teacup.
Watch the companion film – TWG Tea Origin Stories: A Search for Sencha here.
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