Up-market tea brand Tea WG has marked its 10th anniversary by releasing a ‘haute couture’ collection of exclusive seasonal tea blends reflecting the company’s “global expansion and cosmopolitan appeal”.
While the FreshOut.Today team is not as passionate about tea as about coffee, we do admire the Tea WG brand (known as TWG Tea in most markets); you may recall our captivation by their Grand Tour Set, another anniversary release back in July.
Tea WG claims to be the first brand in the world to infuse style into a teacup in the form of the Haute Couture Tea Collection, which mirrors the concept of the fashion calendar, introducing trendsetting creations four times a year, in line with the seasons.
“We draw inspiration from the most coveted trends, observing the latest in style, design and cultural shifts from our travels,” says Taha Bouqdib, Tea WG president, CEO & co-founder, of Singapore.
This latest blend is the 100th to launch, following a variety of internationally popular creations including the classics such as Silver Moon Tea – the very first blend created for Tea WG, originally conceived to be paired with mooncakes for the Mid-Autumn Festival – and the 1837 Black Tea – commemorating 1837 as the year Singapore founded its Chamber of Commerce and became a free trading post for teas and spice.
Tea WG has also moved on to develop avant-garde blends such as Follow Me Tea, featuring unusual ingredients and flavour combinations such as ginseng and pineapple or the Golden Earl Grey, featuring gold tips from a highly sought after black tea which is sun-dried and oxidised naturally, produced in extremely limited quantity and almost impossible to find.
It’s not the tea which catches your eye, however: it is the brand’s imaginative and bold packaging. Again, inspired by the fashion world, the Haute Couture Tea Collection features the latest trends in colour and design in stylish packaging to match its vivacious blends.
“We designed our packaging to be a canvas for our luxurious blends, incorporating splashes of bright modern hues and playful fluorescents, as well as whimsical illustrations which were unheard of before in the tea industry,” says Bouqdib.
The Haute Couture Tea retails at around US$34 and is available at Tea WG Salons & Boutiques in Bangkok, Dubai, Guangzhou, Hong Kong, Kuala Lumpur, Taipei, Tokyo, Manila, Jakarta, Ho Chi Minh City and Shanghai.
The teas are also stocked in Tea WG Boutiques in Harrods Knightsbridge, London and Dean & DeLuca Madison Ave, New York and stocked by department stores including El Corte Ingles in Portugal, Feinkost Kaefer in Germany, David Jones in Australia and GUM in Moscow. Fly business class with Singapore Airlines or ANA, or use their lounges, and you’ll likely be treated to Tea WG brews as well.
TWG stands for The Wellbeing Group, which was founded by Taha Bouqdib, Maranda Barnes and Rith Aum-Stievenard in 2008 as a luxury concept that incorporates unique and original retail outlets, exquisite tea rooms and an international distribution network to professionals.