A MESSAGE FROM OUR CEO & CO-FOUNDER
Throughout my childhood, I was fortunate enough to taste a great variety of teas. At the time, I lived in Morocco and France, two countries that observe two very different tea ceremonies. In Morocco, tea was a universal beverage, a warm gesture of welcome shared and extended to every guest who entered the house. In France, many believed at that time that tea was reserved for the elderly, for women, or for the sick. However, I disagreed and believed strongly in an elevated status and positioning for tea, to be enjoyed and appreciated by all.
Upon moving to Paris many years later and working in the tea industry, I began to advocate that the taste of tea be treated with respect and emotion. After poring over the Cha King written by the grand tea master Lu Yu, I began to better understand the myriad varieties of tea and learned to recognise the flavours of each, be it floral, fruity, or spicy. I came to understand that tea is the expression of an art practised in a unique manner from one region to another and from one country to another. I also began to travel extensively, visiting the tea routes of China, India, and Japan. During those expeditions to tea estates, I discovered the root of my passion for tea.
By tasting my way through hundreds of harvests and comparing tea gardens and the terroir specific to each tea-producing country, I gradually progressed from an aspiring enthusiast to a person with much deeper knowledge of this noble beverage and its source. I transformed my bedroom into a laboratory of expertise in search of the most exquisite tea delights and trained my palate to recognise their infinite variations and flavours. This continued for almost 15 years.
Upon arriving in Singapore, I tapped on all those years of study to better share my love of tea with tea drinkers in Asia, where my passion for tea was first ignited. I decided to serve tea in a new manner, prepared very differently from the codes that were established in Asia thousands of years ago. However, a profound respect for the past, as well as humility and harmony are always preserved in our boutiques and tea salons. This is why at TWG Tea I take great care to share only the very finest harvest single estate teas and handcrafted blends with you and tea drinkers around the world.
One last word: tea is for me, above all things, a SENTIMENTAL beverage.
President & CEO
The Story Of TWG Tea
TWG Tea, the finest luxury tea brand in the world, was established in Singapore and celebrates the year 1837 when the island became a trading post for teas, spices and fine epicurean products. TWG Tea, which stands for The Wellbeing Group, was founded in 2008 as a luxury concept that incorporates unique and original retail outlets, exquisite tea rooms and an international distribution network to professionals. A veritable tea institution, TWG Tea is passionate about sharing its expertise and has become a point of reference for tea lovers thirsty for knowledge.
TWG Tea tasters travel thousands of miles across the globe every year, sampling hundreds of teas in search of the most desirable harvests direct from source gardens. Offering over 1,000 single-estate, fine harvest teas and exclusive blends, as well as tea patisseries and other tea-infused delicacies, TWG Tea is internationally recognised as a true innovator with the creation of new varieties of tea every season in collaboration with the world’s most renowned estates.
The TWG Tea team takes pride in shaping the aesthetic image underpinning all the brand’s products, constantly updating the notion of TWG Tea while respecting the Asian and European traditions of elegance and beauty on which it is based, now spiced with a touch of sensuality and originality.
TWG Tea launched its first Tea Salon & Boutique in August 2008 at Republic Plaza in Singapore. This inaugural location is a nostalgic celebration of tea clippers. The timelessly chic and elegantly inventive wood-panelled tea boutique, spiced with brass weighing scales, Italian marble floors and hardwood tea counters, has carried customers away on a journey of sensations since it opened. A magnificent tea wall displays hundreds of single-estate and hand-blended teas in TWG Tea signature artisan tins. These same walls also surround a cosy 30-seat tea room furnished with warm polished-wood tables, cushioned wicker-back chairs, old photographs, fine bone china, crisp linens, hanging crystal lamps and vases of brightly-hued exotic blooms.
TWG Tea revolutionised the industry with its luxurious, trademark island Tea Salon & Boutique concept that launched at ION Orchard in Singapore in September 2009, incorporating a glamorous tea salon, a retail boutique and a takeaway patisserie counter. Sheltered within a remarkable, specially-crafted artisanal curved glass wall, the Tea Salon & Boutique is dominated by two iconic pillars, crowned by a priceless collection of antique Russian samovars. A treasure trove of objets d’art, including a rare turn-of-the-century brass patisserie counter, one-of-a-kind glittering floor lamps and unique and exquisitely ornate mirrors, the TWG Tea Salon & Boutique’s most impressive feature is an astonishing rotating tea wall, which when turned, reveals more of TWG Tea’s magnificent array of teas.
Having fashioned Singapore into the tea capital of the world – Singapore tea exports have more than doubled since TWG Tea was founded – the brand continues to foster a reputation for innovation, consistency, taste and interior design on a global scale. Lauded and imitated by the most established luxury brands, the TWG Tea empire has moved from strength to strength with rapid expansions encompassing over 50 Tea Salons & Boutiques in the fashion capitals of 15 countries around the world, from Tokyo to London, Dubai to Shanghai, Bangkok to Seoul. Responding to customers’ ever-increasing thirst for the finest quality teas, a choice of beautiful artisanal tea wares, elegant tea gastronomy and personalised service, TWG Tea is the undisputed global leader in the luxury tea industry.
Acclaimed and requested by loyal tea-drinking customers, TWG Teas are now retailed in celebrated gourmet épiceries and fine department stores around the world – such as Harrods Knightsbridge in London, Dean & DeLuca across the United States, Takashimaya in Singapore and Tokyo, Feinkost Kaefer in Munich, El Corte Ingles in Lisbon, David Jones across Australia, and GUM in Moscow – just to name a few. In addition to being served in the lounges and on-board first-class airlines such as Singapore Airlines and ANA Airlines, TWG Tea has opened scintillating Boutiques in the airport transit zones of Singapore, Bangkok, Kuala Lumpur, Sydney and Doha, bringing a luxurious addition to TWG Tea’s retail empire and offering the perfect opportunity for tea lovers and travellers to find the perfect gift for friends and loved ones, or ask trained tea connoisseurs how to select, prepare, serve and even pair teas with an infinite variety of cuisines.
The TWG Tea Collection
TWG Tea’s collection – the largest in the world – numbers well over 800 different single-estate, fine harvests and exclusive tea blends from all of the tea-producing countries. Committed to offering teas directly from source gardens, TWG Tea understands the evolving tastes of the modern tea drinker, and has developed special varieties in collaboration with the most renowned tea estates.
TWG Tea also offers limited edition teas and seasonal blends, and is constantly sourcing, innovating, expanding and refining the teas in its collection. Established at the epicentre of the world’s tea-producing region, TWG Tea tasters assiduously ensure that their selection is always of the very highest quality, to maintain the consistency and freshness of each harvest.
TWG Tea Accessories
Elegant tea tins, a myriad of hand-blown glass, porcelain, stoneware and cast iron teapots, fine bone china teacups, saucers, creamers and sugar bowls, as well as tea filters and tea scoops of all sorts can be found in the TWG Tea accessory collection. The translucence of gold-inflected crystal – a prism of hand-painted hues – and the lustre of silver, platinum and gold all lend their defining attributes to one-of-a-kind TWG Tea accessories, to delight the eye and enliven the taste buds.
If tea preparation and service often seem steeped in tradition, stylish and timeless TWG Tea designs will certainly appeal to modern tea drinkers in their adaptation of tradition to the contemporary tea table. Reminiscent of the genteel custom of offering the gift of tea and mindful of the demands of today’s customers, TWG Tea continually reinvents, artfully packages, and beautifully wraps tea accessories that are elegant, fashionable and conceived above all to give pleasure and to reflect a quality of life. Everywhere, at every moment, TWG Tea appeals to the emotions and the joy of sharing.
TWG Tea Gastronomy
At the forefront of tea gastronomy, TWG Tea draws from its vast collection of fine harvest teas and exclusive blends, integrating a myriad of these signature teas into savoury recipes as a most precious component, imparting unique flavours, toying with taste buds, tantalising the palate, and introducing a whole new world of sensations and flavours to gourmands and tea lovers when they dine at TWG Tea. With breakfast, brunch, lunch, afternoon tea and dinner specialties, as well as trendsetting tea beverages and cocktails, tea is woven into every aspect of the meal - an unmistakable nuance that deliciously enhances each dish.
TWG Tea Patisseries
TWG Tea is passionately innovative in the conception of tea-infused patisseries of exquisite taste and uses only the purest natural ingredients. Each TWG Tea patisserie is entirely conceived, crafted and delivered by hand to ensure the very finest quality to customers. The TWG Tea executive patisserie chef and his team create these patisseries as ethereal desires – gastronomic images that are as delicious as they are fleeting, to bring you back, time and again, to the tea table and nostalgia of moments past.
To showcase the versatility of tea in sweets of all kinds, TWG Tea launched the world’s first exclusive tea-infused chocolate counter in 2011 with a selection of dozens of varieties of tea-infused chocolate bonbons, bars, coated nuts and candies. Handcrafted in our state-of-the-art chocolate laboratory, these tea chocolates offer a sweet and novel tea-tasting experience for customers in search of new experiences.
To celebrate halcyon summer days and the reinvention of tea into a tasty and fashionable ingredient, TWG Tea has also conceived 24 tea-infused ice creams and sorbets, showcased in select locations around the world. Exotic flavours such as Singapore Breakfast Tea, White Night Jasmine Tea, Bain de Roses Tea and Lung Ching Imperial enliven and delight the palate, introducing the marvel of tea to the next generation of tea drinkers.
A celebration of the innumerable varieties and manners of preparing, serving and appreciating tea, TWG Tea is a veritable tea academy and is delighted to accompany you on your travels along the tea route through these chapters and into the teacup. TWG Tea welcomes you on an unforgettable expedition of discovery!