New era of tea time glamour at TWG Tea Thailand

published : 18 May 2023 at 16:25

Thailand's first TWG Tea Takeaway concept is now infusing Bangkok with great blends as the brand marks its 10th anniversary

Underlining its dominance in the luxury tea market, TWG TEA – the world's finest luxury tea brand – is celebrating its first decade in Thailand this March by debuting the TWG Tea Takeaway concept and the newly reopened TWG Tea Salons & Boutiques located in The Emporium and Siam Paragon that showcase exquisitely appointed interiors and contemporary architectural details.

The introduction of the new TWG Tea Takeaway concept underlines the continuous efforts to pursue excellence as the brand opens up a new era of tea-time glamour. Customers from all walks of life can now choose from over 108 tea blends to take away and enjoy both iced and hot tea.

"The TWG Tea takeaway experience reinvents attainable luxury. There is an element of ceremony too, as consumers take the experience with them with a visit to a store for a takeaway. It's a fantastic new creation that invites customers to enjoy small everyday luxuries often, with exceptional quality and service at an affordable price every single time they visit," said Mr. Taha Bouqdib, Co-Founder of TWG Tea.

TWG Tea has designed a takeaway cup that mirrors – quite literally – its signature gilded teapots, and nestles into designer carriers fitted with accompaniments to complete the tea-tasting experience.

Prepared according to the brand's exacting standards, each tea ordered for takeaway is prepared individually and fresh, using careful infusion methods and special filtered water, served hot or poured over full cubes of ice. Stylishly chic and sustainable, the Takeaway Tea Sets are made from 100% biodegradable material and can be recycled as well as being home compostable.

"Apart from giving customers an experience on the go, the TWG Tea Takeaway with unique packaging also helps raise brand awareness and bring them back," said Mr. Yuthachai Charanachitta, President & CEO of Italthai Group, which has partnered with TWG Tea for 10 years.

"The Takeaway Tea concept will significantly drive our retail demand as the story will be shared via social media with all TWG Tea customers not only in the capital, but around the country. So we can drive both the online and offline markets," added Mr. Chayanont Juldusitpornchai – Managing Director of Italthai Group.

Poised to pioneer the Thai Tea Retail Experience

The relationship between Italthai Hospitality and TWG Tea was born out of a pure passion for tea, and they have succeeded in positioning the brand as the most premium and expensive tea in the country.

"At one point we had six outlets and now we think it is time for us to be a much more dominant tea purveyor. I’d love to see our tea products available in the guest rooms of all luxury hotels, " said Mr. Yuthachai, who foresees TWG Tea growing rapidly in the HORECA channel.

He added that the brand is open to cooperation with other top brands in offering a customer experience.

The company is quite confident about the retail segment after experiencing strong sales revenue both during and after the pandemic. "Tea is a necessity for every day. People couldn't get together during the pandemic but they could send tea as great gifts," said Mr. Bouqdib.

Since life has returned to normal, TWG Tea has experienced a very fast recovery. "The luxury segment recovered so fast and the consumers are willing to pay even though many goods and services now cost more," Mr. Yuthachai said.

People look for a high standard of products and services and are willing to pay more. TWG Tea has launched the ‘MyTWG’ membership programme, which allows tea lovers to enjoy the same experience of flawless luxury as at any TWG Tea Salons & Boutiques around the world.

"After 10 years, TWG Tea decided to give the brand a new incarnation. We may have a new face but our real identity is the product, which maintains premium quality. As for the new design, it offers consumers a different experience that is not only about having tea but also having a great time," Mr. Bouqdib said.

In Thailand, both the Emporium and Siam Paragon Tea Salons & Boutiques feature new concept designs with surprising elements of luxurious modernity. The Tea Salons & Boutiques feature the iconic TWG Tea wall, lined with signature yellow Artisan Tea Tins, revealing a treasure trove of single estate, fine harvests teas and exclusive blends. Adorned by unique furnishings, yellow Italian marble floors, hardwood tea counters, and touches of gold trim, the lavish Tea Salons & Boutiques welcome guests with a stunning patisserie display highlighting an enticing selection of tea-infused cakes and pastries, and alluring rows of packaged teas and tea accessories.

The IconSiam branch, meanwhile, has expanded from purely retail to offering a dining experience too. Like the two branches before it, the outlet offers single-estate, fine harvest, and exclusive blends for tea connoisseurs thus completing the customer's shopping experience.

"A new blend and new design mean greater demand from customers. We’re very sure of our great products and we have to ensure our staff are knowledgeable, as consumers are hungry for all information in the age of social media," Mr. Bouqdib added.