In just 10 years TWG Tea has expanded from a single outlet in a Singapore shopping centre to a global brand.
To mark its 10th birthday, the company has released a limited-edition Grand Tour Tea Set, which it describes as “a nostalgic collection of 12 of the brand’s most popular tea blends”.
Boxed in a midnight-black-and-gold chest with two drawers and an elegant sleeve embellished with delicate gold embossing, the Grand Tour Tea Set holds an assortment of signature teas, each individually packaged in tiny tins.
It’s on sale in many markets in the chain’s distinctively elegant cafes; in Hong Kong – where the brand trades as Tea WG because someone else owns the TWG brand name – it sells for HK$1008 (US$128).
The tea blends in the Grand Tour Tea Set are all exclusive to TWG Tea, including Silver Moon Tea, the brand’s first ever blend and Singapore Breakfast Tea, “an ode to Singapore’s cultural diversity and harmony; an evocative blend of green tea and black tea with rich vanilla and rare spices”.
After quickly establishing a footprint in top-line Singapore shopping malls, TWG Tea, began a global expansion, opening cafes-cum-boutiques in Bangkok, Dubai, Guangzhou, Hong Kong, Kuala Lumpur, Taipei, Tokyo, Manila, Jakarta and Shanghai. Coinciding with its 10th anniversary, the company has opened its first stores in London, at Leicester Square and Knightsbridge.
In addition, its boxed collections are sold in boutiques inside Harrods department store in, London and at Dean & DeLuca on New York’s Madison Avenue, David Jones in Sydney, Australia, and El Corte Ingles in Spain.
It supplies fine hotels, hotels, restaurants and international airlines, including Singapore Airlines and ANA.
Footnote: The ‘1837’ branding on TWG Tea’s products and logos refers to the year Singapore became a trading post for teas, spices and epicurean products.
Here are some regular TWG tea products you can buy on Amazon: