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TWG TEA | 一个来自新加坡的茶品牌，如何颠覆人们对茶的认知？ - 知乎
TWG TEA | 一个来自新加坡的茶品牌，如何颠覆人们对茶的认知？ - 知乎首发于PITCHINA大创意切换模式写文章登录/注册TWG TEA | 一个来自新加坡的茶品牌，如何颠覆人们对茶的认知？大创创说到“茶文化”，第一个一定会想到中国，如果再往下说可能就是英国和日本了，估计很少有人会通过“茶文化”想到美国和摩洛哥这两个国家，但正是来自摩洛哥的Taha和来自美国的Maranda Barnes创立了一个世界顶级的“茶”品牌——TWG TEA。
TWG TEA于2008年诞生于新加坡，它虽然没有悠久的历史背景，但却只用了7年时间，就把店铺开遍了纽约、伦敦、东京、上海等29个国家，现在它已经毋庸置疑地成为茶品牌中的奢侈品。它到底是如何做到的呢？
1、明确的定位
TWG TEA在创立之初就有着清晰的品牌定位：高端茶饮 茶叶界的“路易威登”。
两位创始人将它定位高端茶饮品牌，想要打造全世界最好的茶叶。为了符合这一定位，它将欧洲最顶尖老牌厂商的调茶师、品茶师、制茶师、品牌设计师以及米其林主厨，把古老的欧洲制茶经验、技术带到了新加坡，并且TWG TEA的门店大多设在LV、Buberry这些奢侈品旁边。
2、奢华品也平价
TWG TEA虽然一直坚持用做奢侈品的方式做茶叶，把茶叶店开成了奢侈品店，但一般大众也能消费得起，这也是TWG TEA最成功的营销方法之一。
这样平价的奢侈品和现在年轻人的消费观相一致，他们希望通过奢侈品来显示自己的高雅品味，但因为经济能力有限，所以大多数年轻人都会倾向于购买自己负担得起的那些小品类中的奢侈品，比如年轻人会去购买口味最正宗的奶茶，或者奢侈品牌中的口红，世界顶级的“茶”品牌——TWG TEA也是其中之一。
3、品牌要会讲故事
TWG TEA的包装上写着大大的四个数字“1837”，但之前我们也说了，TWG TEA是2008年才有的，所以为什么要写“1837”呢？1837是茶叶在新加坡正式开始官方贸易的年份，也是为纪念新加坡在该年成为茶叶、香料和高级奢侈品贸易站的那段历史。
这样也是为了赋予TWG TEA历史感，让它看起来像是一家百年老字号茶品牌。毕竟大多数消费者可不会在购买之前去看看你的创始年份，看到“1837”，大多数人都会自然而然地把它当做是创始年份了。
4、打破传统，有个性
一个品牌的迅速崛起一定是在大品类下，做一个差异化的小创新。TWG Tea茶是国际公认的真正的改革者，从一开始在新加坡创立这个品牌就决定了TWG Tea是茶叶的一种全新尝试。创始人Taha表示：之所以不选择茶历史悠久的中国创立品牌，是因为茶历史太悠久的地方已经有了自己传统的茶叶模式，在一个没有茶文化的国家做茶生意，没有束缚，没有包袱。
TWG Tea的主要目标消费群体还是年轻人，所以他们会根据年轻人的口味推出各种口味的调和茶，甚至可以私人订制。茶的名字也很有兴趣，例如：“first kiss sexy tea”(初吻之茶)，“silver moon”(银月)，“love me tea”(爱我)。创始人之一的Taha说：“我甚至会把珍贵的福建白茶用来做调配原料，人们都说这是疯子的举动。通常最高级单品茶只有独品才能体现微妙的口感。我更视其为一种宣言：对于不了解茶文化的人来说，可以在初次购买混合茶时就品尝到稀有茶叶，从此入迷。”
除此之外，TWG TEA的包装和店铺装修都非常有特色。
如TWG TEA顶级定制系列，茶品口味顺应时节变化，它的包装设计来自TWG TEA自己的设计团队；
店铺中五颜六色的茶罐营造出一种童话气息。编辑于 2017-05-17 11:43茶品牌赞同 4125 条评论分享喜欢收藏申请转载文章被以下专栏收录PITCHINA大创意顶尖创意营销
TWG Tea Online Boutique | Shop Luxury Teas & Accessories | TWG Tea
TWG Tea Online Boutique | Shop Luxury Teas & Accessories | TWG Tea
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谁能介绍下新加坡TWG茶的文化及发展？ - 知乎
谁能介绍下新加坡TWG茶的文化及发展？ - 知乎首页知乎知学堂发现等你来答切换模式登录/注册茶文化谁能介绍下新加坡TWG茶的文化及发展？关注者129被浏览135,091关注问题写回答邀请回答好问题添加评论分享11 个回答默认排序知乎用户Wiki上能查到的部分内容 TWG Tea：The Wellness Group Tea Company也就是 TWG Tea， 是2008年成立的公司，主营奢侈茶品（包括茶叶，茶点，茶具及其他相关小件）。而1837 这个年份实际上是the firm's spokespeople claimed that it was instead a tribute to the "year when the Chamber of Commerce was founded in Singapore"所以这跟TWG Tea的历史没啥关系。这是今年新款的沉香茶，看看华丽的文案……TWG茶的就是口味很多，且每年都在出新的，包装设计也多有更新，俨然是走时尚精品路线的牌子。不过定位就是下午茶，泡一次就要扔掉，再泡就不好喝了。近段时间前前后后也买过喝过几十种的TWG的茶，大部分味道讨喜也并不贵自己泡一杯（300ml左右）成本3~20块不等。在办公室喜欢喝调味茶，从川宁、Whittard of Chelsea、Fortnum & Mason、Ronnefeldt一路升级过来，第一次喝到1837 Black的时候确实有被华丽的气味惊艳到，不过到现在喝多了有点审美疲劳。最终印象比较深的是这几个：1837系列：草莓+浆果+焦糖味+奶香。1837 Black适合冬天，1837 Green夏天冷泡很好喝。摩洛哥薄荷：平衡感很妙的花香+浆果+薄荷，目前喝过的TWG中最喜欢的一款。Pink Garden/Pink Flamingo：这两个味道类似，Pink Garden里面有很大的花骨朵，Flamingo没有……所以要便宜几块钱。味道偏酸的绿茶，热水直接泡不好喝。冷水浸泡（水引き）泡出偏黄淡绿色的茶液，加柠檬后变成粉红色……就好喝不少，同样适合夏天。Eternal Summer/Red of Africa：南非红茶（Rooibos）做底的茶饮，浆果+薄荷味道，两款有些区别，Eternal Summer浆果味道浓郁，Red of Africa是柚子橘子那种味道。泡久了味道像牙膏……没有Ronnefeldt的Vanilla Rooibos好喝。Number 4/Sakura Sakura/Geisha Blossom：樱花味道绿茶，Number 4比较甜，Sakura Sakura就樱花香浓郁，Geisha Blossom太一般。剩下的，Rum就是朗姆酒味如其名，Crème brûlée就是焦糖布丁味简单明了，还有几个名字都不记得了。名字是White XXX的大都是白茶，味道比较淡，适合多放点久泡。PS TWG现在有App，各种茶介绍很详细且有标价，大家感受下TWG Tea on the App Store on iTunes不贵吧发布于 2014-07-28 22:05赞同 3915 条评论分享收藏喜欢收起匿名用户<img data-rawwidth="407" data-rawheight="286" src="https://pic2.zhimg.com/v2-c10604adc2ef4208825e75253e06d4c5_b.jpg" class="content_image" width="407">这标签是不是很有19世纪范儿？
其实人家是2008年金融危机那会儿火线成立的。
1837是新加坡开始转运茶叶的年份。顺便来看看另一个茶叶品牌：Tetley。这是世界第二大茶品牌，仅次于立顿。看包装像不像90年代才成立的纸巾品牌？<img data-rawwidth="690" data-rawheight="635" src="https://pic2.zhimg.com/v2-37807a6d4a32960baf7ba2c60939c281_b.jpg" class="content_image" width="690" data-original="https://pic2.zhimg.com/v2-37807a6d4a32960baf7ba2c60939c281_r.jpg">找遍整个包装盒没看到“since 18**”语法，但巧的是：
人家真是1837年成立的。茶品牌里面有个很诡异的现象：
标榜历史的奢侈品牌，兔子尾巴长不了；
倒是超市随处可见的牌子，人家还真有上百年的历史。奢侈品方面：
Harney and Sons——1983
Dilmah——1988
TWG——2008超市货方面：
立顿——1890
Tetley——1837
Twinings——1706倒是这些老牌公司，不一定都喜欢宣传自己久远的历史。---//---//---//---对于TWG，我关心的其实不是年代，我关心的是诚信。
诚信决定了一个品牌的品质上限，也显示了一个品牌的自信水平。成立于2008并不可悲，更不可耻。
短短8年就可以做出好产品，其实比280年才做到更值得敬佩。但一个本应把精力贯注到品质和品牌上的奢侈品公司，
用不存在的年份给自己贴金，
用莫须有的历史给自己壮胆，
这让我们怎么相信它的品质？
这让我们怎么接纳它的品牌？“TWG1837”让我想起了“源自日本的味千拉面”。
味千拉面刚开张的时候，无数次声明自己的日本血统（虽然我在日本从未见过它一家门店）。甚至在店里印门店地图，中国店都用小圆点表示，东京“总店”用五角星表示，俨然是味千的心脏、帝国的都城。后来反日军兴、愤青砸店，味千果断跳出来发声明：
我们是一家纯港资公司，和日本没一毛钱联系！对于这种被米饭逼到墙角就脱衣服的粽子，我实在无话可说。
公告之后，我也再没去过味千拉面。---//---//---//---有人这么洗地：“
TWG没说自己源自1837，人家连since都没写，就写了一个数字。
这其实反映了TWG的文化，他们这么做是为了纪念新加坡历史。
”对，你说得很对。
TWG完全没有这个意思，是我们对西方那一套还不够熟悉。作为一家IT公司，明天我们就把名字改成“云极1714”。为了纪念世界上第一台打字机。编辑于 2017-02-21 13:14赞同 214 条评论分享收藏喜欢
新加坡TWG茶推荐 口味&价格？ - 知乎
新加坡TWG茶推荐 口味&价格？ - 知乎首页知乎知学堂发现等你来答切换模式登录/注册美食茶新加坡新加坡旅游茶叶选购新加坡TWG茶推荐 口味&价格？新加坡旅游适合带回送人的TWG茶种类推荐显示全部 关注者20被浏览65,802关注问题写回答邀请回答好问题添加评论分享4 个回答默认排序栗子小姐微博&小红书同名 爱烘焙的栗子小姐 关注新加坡TWG败家指南五一的时候去新加坡，在机场买了很多茶回来，当时没有尝，只是简单闻了罐子，味道ok的就都顺回来了。分享下感受黄色经典花茶店员说买的人最多，也是最经典的花茶。说实话不太喜欢，喝的次数最少，棉布茶包，茶壶能泡好几轮，但是莓果和花香太浓郁，有点酸调。纽约早餐茶 玫红色盒采用全叶阿萨姆制成，茶汤很浓郁，有麦芽和巧克力香味，全天都能喝。因为味道馥郁，我觉得冬天很适合，是我最爱。艺妓花香茶 墨绿色盒我感觉是蜜桃味，但官方没有提到，茶叶里有花瓣干，我老公拿来冷泡比较多，夏天喝很清爽。新加坡早餐茶 棕色盒红茶和绿茶混合，还有姜调和橘子调，买完我就后悔了，因为它诠释了多元的新加坡文化，肯定味道很诡异。没想到喝起来很棒，茶味轻盈，橘调芬芳，里面真的有橘子皮，哈哈大吉岭新茶 白色盒子我最爱的红茶品种，说是今年新茶，没考虑就拿了。没有额外的香味，就是大吉岭茶，很经典。TWG的特色在于它的定制感，且加入的味道不低级不香精，适合对茶有探索欲的宝宝们。发布于 2018-09-18 09:52赞同 241 条评论分享收藏喜欢收起心晴海外的搬砖工 关注1837 blk/ Silver Moon/ Darjeeling/ Alfonso/ Eral Grey 这些都比较适合内地的口味，送人适合选盒装，一盒25新币可以包装很美。当然TWG 800多种茶叶，还是很多选择。发布于 2018-07-05 07:41赞同 21 条评论分享收藏喜欢收起
特威茶中国
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特威茶沙龙与精品店 上海环贸iapm店
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Tel: +86 021 5466 1837
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特威茶沙龙与精品店 上海One ITC店
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茶品牌的垦荒者│新加坡TWG Tea - 知乎
茶品牌的垦荒者│新加坡TWG Tea - 知乎切换模式写文章登录/注册茶品牌的垦荒者│新加坡TWG Tea杏梨在茶叶这个受众广泛、历史悠久但品牌意识却相对薄弱的品类，TWG Tea 像是一个闯入者。它通过产品、视觉、渠道、体验等各个维度打造自己奢侈茗茶品牌的形象。※………………………………TWG Tea ，2008年创立于新加坡， 是The Wellbeing Group的简称，品牌标志上的1837年，也是为纪念新加坡在该年成为茶叶、香料和高级奢侈品贸易站的那段历史。创始人是分别来自摩洛哥裔的法国人Taha和来自美国的Maranda Barnes.Taha来自摩洛哥律师世家，2008年以前长期在法国从事茶叶贸易相关的工作，在茶叶领域已经积累了14年经验，和全球各地优质的茶叶庄园建立直接的联系，他也成为了调配茶的专家。Maranda 之前一直从事奢侈品香水的品牌管理，负责从产品包装到市场推广等环节。他们之间互补的经验是品牌创立的基础。品牌的创建点并没有选择他们任意一人的国家，而是定在了农业产值占国民经济不到0.1%，既没有茶叶的产出，更没有特别茶文化的新加坡。所以在品牌创建时他们选择了茶叶发源地的亚洲，他们是先确定了要在亚洲创立品牌，进而选择了新加坡。因为其是亚洲最优秀的贸易国家。他们希望在一个中立的环境经营品牌，讲述不同产地茶叶的故事，成为茶叶的联合国，而非被定义为某个产茶国家的品牌。品牌创立的时间点很重要，过去的几年，人们开始形成亚洲可以诞生自己奢侈品牌的想法，同时开始对有历史感的产品重燃兴趣。2008年，正好是亚洲金融危机侵袭的日子。但这正好成了TWG发展的一个契机。西装革履的人，大公司的CEO在TWG这里聚会、喝茶、商讨度过危机的解决方案。这种场面给了TWG巨大的信心，如果他们在危机时生意都能节节攀升，还有什么困难不能克服呢？TWG Tea在创立之初就有清晰的愿景：要做市场的领导者，不能仅依靠市场调研来带给消费者惊喜。自己要成为惊喜的源泉，通过持续的产品开发，让消费者发现和感到兴奋。打造品牌的过程也包括把TWG 打造成行业的权威，定位高端茶饮品，立志打造“全世界最好的茶叶”。为了符合这一定位，TWG Tea以革新者的姿态，与全球最知名茶庄合作，在每个季度创造新茶品。它将欧洲最顶尖老牌厂商的调茶师、品茶师、制茶师、品牌设计师以及米其林主厨，把古老的欧洲制茶经验、技术带到了新加坡。TWG Tea致力将其业务扩展至全球并将大多门店设在高端购物中心：涉及新加坡、澳洲、比利时、柬埔寨、加拿大、中国、捷克共和国、丹麦、爱沙尼亚、斐济、德国、香港、印度尼西亚、日本、韩国、澳门、马来西亚、马尔代夫、毛里求斯、墨西哥、摩洛哥、新喀里多尼亚、新西兰、菲律宾、葡萄牙、卡塔尔、俄罗斯、塞舌尔群岛、南非、西班牙、瑞典、瑞士、台湾、泰国、土耳其、乌克兰、阿联酋、英国、美国及越南等。※…………………………………………………Taha一身“西装男”打扮，却有着将创意和时尚改造的头脑。建立起一套时髦、年轻的茶文化之后，一个具有浓重当代色彩的爱茶族群开始扩大起来。奢侈的定位，宽松的价格：TWG tea定位高端，坚持奢侈概念，围绕着“全世界最好的茶叶”这一定位，打造独特的“世界产品”策略，并实现独特的原创零售精品店和高级沙龙。提供来自全球45个原产地的800多种单品茶、季节性限量产地茶、独家熏制茶。茶叶价格从50克百元内到5000元以上不等。虽是奢侈品的定位，价格却具有宽松的选择，扩大了消费者层面。品牌，从产品的本质、时代的变迁，人性的需求等去考虑，接纳更多的消费者和文化，创建一种生活理念与方式。高端品牌靠声誉和优质的产品来培育品牌，要增加价值而非价格。低端品牌靠标识来卖产品，为了不断获取利益，不断挤奶。颠覆传统包装，颠覆对茶的了解茶品包装色彩靓丽奇趣，不同人群，不同地域，包装各不相同。有严肃的一面，更有爱玩的一面。此外，每款茶叶的包装上的专属的介绍文字，传达出浪漫与风情。TWG Tea顶级定制系列，茶品口味顺应时节变化，其包装设计也融入最新的T台趋势，无不呈现TWG Tea手工调配茶的独特与不拘一格。手工缝制的花茶很有特色，针线穿过每片茶叶叶柄，按照设计好的造型或缝或扎做成一个花苞的形状，乐趣当然就是冲泡的时候，能看茶花一现。精心选址，装修轻奢，颠覆原有茶舍的概念在当地标志性地区、购物中心，如新加坡Republic Plaza开设沙龙和精品店、新家坡海湾金沙购物中心和高岛屋购物中心等商场，借势提升品牌形象。比如在高级奢侈品百货公司中被各大时装品牌精品店包围的TWG Tea沙龙，风格优雅及富情致，店内装潢采用高级桃花心木与澄净的黄铜，搭配低调镜面的大理石地板，气派简约的落地窗和工艺精巧的水晶灯与古董镜相得益彰，轻奢欧洲风。颠覆传统茶屋的场景体验与营销方式菜单是全英文字样，不会英文也没关系，店员会帮你讲解，店员身着合体的西服；茶包使用纱布材质。目前的销售结构为40%批发，60%零售。主张把其国际分销网络拓展至专业人士，并实现独特和原创的零售精品店和高级沙龙。针对不同时节、不同民俗、不同地区推出相应的产品。为热爱时尚的年轻人开发了一款APP，你可以通过这个APP，查找到你想要的那款茶，然后寻找到离你最近的TWG Tea门店。在中国，茶屋往往很传统，很经典，最好有点穿越的感觉，才能代表世代相传的茶文化。而在TWG看来，茶和香槟一样，带着娱乐和共享的气氛，出现在绅士与淑女约会的场所。同时，TWG致力于分享其对茗茶的热衷及打造茗茶时尚的风向标，将世界各地的品茶文化融汇贯通，以引领时髦且雅致的品茶风尚。同传统的单一饮用不同，TWG打破传统的束缚，针对年轻消费者，推出各种口味的拼配茶，甚至可以私人订制口味，把喝茶变得时尚。消费者可以进店跟品茶师说今天想要喝茶的需求或口味等，先选base,包括红茶、白茶、绿茶、黑茶，然后选择果香、花香等等，把点茶变得好像调香水一样复杂而有个性。同时为影视娱乐圈带去一份尊享体验，不但提升了品牌知名度，更是一种无形的奢侈宣传。多元化经营： TWG Tea创造了一系列大胆创意的茶料理，烹制的手法包括：调和、浸泡、粉末、烟熏、腌制、煮白、油封、风干、盐渍等。还搭配出售精致的餐饮西点，其所售的马卡龙更是一绝，这种源自法国西边维埃纳省最具地方特色的美食飘洋过海来到新加坡，经过TWG的改良，被赋予了各种口味，但每一种口味都带有茶味，极富品牌特色。还出售造型优雅的茶叶罐，琳琅满目的人工吹制的玻璃器皿，瓷器、陶制及铸铁茶壶，上好的骨瓷茶杯、茶托、糖罐、茶叶滤器和种类繁多的茶匙。综上所述，TWG Tea的时尚，来源于各个方面，围绕着“全世界最好的茶叶”这一定位，打造独特的“世界产品”策略，走“高贵”的销售渠道，还有腔调十足的包装，无疑在全球刮起来自新加坡的茶叶摩登时尚风。※…………………………………………………http://weixin.qq.com/r/uTg4INHEOIxHrZVD922r (二维码自动识别)编辑于 2016-07-18 22:38茶品牌知乎茶 Club茶类赞同 3614 条评论分享喜欢收藏申请
盘点那些出没各大顶级酒店的茶品牌，你只知道TWG？ - 知乎
盘点那些出没各大顶级酒店的茶品牌，你只知道TWG？ - 知乎切换模式写文章登录/注册盘点那些出没各大顶级酒店的茶品牌，你只知道TWG？酒店大师会员制出行/住宿管家服务平台茶文化起源于中国，后传入西方。17世纪起，饮茶成为英国贵族圈的风尚。之后，英国人又将西方独特的下午茶文化带入中国。而酒店的备品中，最招顾客欢喜的就要数 mini bar 中的茶包了，这也是一个能够体验酒店独到品味的细节。今天大师兄就跟我一起细数出没于顶级酒店中的茶品牌 ，那些值得带回家？TWG TEA/出没酒店 ： 丽思卡尔顿、JW万豪、洲际、瑞吉、W//市面价格：10元/包/TWG创立于2008年，但它的LOGO上标的却是1837，事实上是为了庆祝为了纪念新加坡在该年成为茶叶、香料和奢侈品贸易站的历史。在商场店里点的基本都是铁罐茶，而在不少奢牌酒店、五星司航中也常见到它的茶包。TWG主打调制茶，在红茶、绿茶、白茶、乌龙茶等基本品类中，加入花果等芳香，目前已超过1000种口味。来自46个产茶区的一千多种单一庄园、优质收成和独家混合茶，以及精美的甜品和餐食。JING TEA/出没酒店：费尔蒙、文华东方、四季、丽思卡尔顿、卓美亚、柏悦、半岛、威斯汀、瑞吉、宝格丽//市面售价：4元/包/虽然是个不折不扣的英国品牌，出品的却是中国茶，出产地就是中国浙江。创始人表示当他去中国旅行时，发现了一种古老的茶文化，从此着迷于茶。创始人：Edward Eisler在酒店中，基本上是以茉莉花，大吉岭、乌龙、龙井和普洱等经典茶品出现，全球超过100家米其林餐厅都对JING TEA青眼有加。Ronnefeldt/出没酒店：华尔道夫、瑞吉、朗廷、凯宾斯基、嘉佩乐酒店//市面售价：5元/包/Ronnefeldt成立于1823年的德国法兰克福，优异的品质吸引了许多忠实、尊贵的客户，如俄国沙皇和欧洲的贵族。茶包大多是东南亚地区的酒店使用，茶叶来自五个国家：印度、斯里兰卡、印度尼西亚、肯尼亚和中国。擅长于用各种天然香料，Ronnefeldt 调制出的茶给人以丰富而有层次感的体验。Mariage Frères/出没酒店：Le Meurice、Claridge's Hotel 、曼谷文华东方/Mariages Frères创办于1854年，是法国最历史悠久的茶叶进口商之一。在巴黎开出了第一家茶庄和沙龙，如今法国其他城市（如里昂、马赛）和其他国家，英国、德国、日本都开设有自营店。提供来自36个国家且超过800种的茶叶，各具设计感的茶叶罐包装着并提供一系列的茶具，专属服务和茶的衍生品。擅长使用各种不同的天然香料元素，比如水果、花草，将其以熏香的方式加入到茶叶的烘焙制作过程中。TWININGS/出没酒店：洲际、希顿尔//市面售价：2元/包/TWININGS 是有着 300 多年历史的英国茶品牌，以绝佳口感闻名于世，并从 1837 年被指定为英国皇室御用茶。茶叶也是采自全球各大产茶区，不过 TWININGS 仍然保持了西式茶的传统，招牌口味是经典英式早餐茶和伯爵茶。TG/出没酒店：怡亨、柏悦、华尔道夫、康莱德、Indigo//市面售价：4元/包/TG 茶语轩是近些年红起来的低调奢华茶包，而竞争对手直指 TWG，作为来自果茶出名的德国品牌，TG 自然在果茶方面下了不少功夫。纯茶饮的品质俘获了不少住客的芳心，而许多住客更是为了它的果茶，一见倾心。The Bund Tea/出没酒店：外滩英迪格酒店、新天地安达仕酒店/走进悬挂着古朴生铁招牌的商铺——上海茶源茶业的总店和茶艺沙龙，满眼陈列着储藏各色茶叶的白色铁皮罐。手工采摘的稀有嫩芽、并通过传统的手工工艺加工而成，没有通过冰冷的工业程序。在上海多家五星级酒店提供袋泡茶以及高品位茶叶。包括外滩英迪格酒店、新天地安达仕酒店、花园饭店（上海）三越，以及神户旧址东方饭店。全世界的茶叶品牌非常多，像Dilmah、Dammann frères、LONDON AHMAD都是酒店常用的品牌，也有像女王最爱的Fortnum & Mason或是Whittard of Chelsea这样的百年老牌。你好哪一家的茶？发布于 2020-03-14 18:39茶文化茶道茶品牌赞同 467 条评论分享喜欢收藏申请
仅用7年时间，TWG TEA把茶叶店开成了奢侈品店，并风靡全球！ - 数英
仅用7年时间，TWG TEA把茶叶店开成了奢侈品店，并风靡全球！ - 数英
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仅用7年时间，TWG TEA把茶叶店开成了奢侈品店，并风靡全球！
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2015-12-09
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某个阳光明媚的周末，和好闺蜜相约上海 iapm 的 TWG Tea，知道 TWG是从它的马卡龙开始，可以将甜品与茶味有趣融合的品牌，一定很懂得生活的创意和内涵。来源：品牌几何（微信号：brand-vista）素材：中国好案例、知乎、网络数英网 DIGITALING 对原文进行部分编辑2008年，TWGTEA开始在专门出售高档进口食材的连锁店出售；2010年，它在东京最时髦的街区开办了第一家海外门店；2014年，TWGTEA的门店和销售网络已经遍布英国、美国、中国、澳大利亚等，打入了全球29个国家和4大洲，包括迪拜帆船酒店都有TWGTEA的直营店。除此以外，新加坡航空、全日空航空等公司航班的头等舱供应的也是TWG Tea。在新加坡、曼谷、吉隆坡、悉尼、多哈的机场转境区也有TWGTea精品店。七年的时间，这个品牌就成为了风靡全球的顶级品牌！这究竟是怎样一家店呢？先看几张图，感受这席卷全球的旋风。温润隽永的高级桃花心木与澄净的黄铜，搭配低调镜面的大理石地板;气派简约的落地窗和工艺精巧的水晶灯与古董镜相得益彰，隔着屏幕都能感受到这股浓厚的皇家气息，欧式历史感……没错，这家为你带来壮丽非凡的感官盛宴的茶叶店——TWG TEA，便是今天的主角！营销人口中的成功法则之一——“创品类”（发现一个空位，创建一个定位，围绕定位实施配称），TWG TEA 将其系统地演绎了出来，对中国品牌来说，这真的是一个值得认真研究的案例。1 没有故事的茶叶不是好品牌TWG tea创立于2008年，创办人是分别来自摩洛哥的Taha和来自美国的Maranda Barnes，有意思的是，品牌的创建地点并没有选择他们任意一人的国家，而是定在了农业产值占国民经济不到0.1%，既没有茶叶的产出，更没有特别茶文化的新加坡。茶文化的垦荒者对此，Taha表示，“首先，茶叶是中国乃至东方的瑰宝，所以在品牌创建时我们选择了茶叶发源地的亚洲。其次，比起深陷于一个饱和的市场，我们更想做一个垦荒者，综合多方因素，进而选择了亚洲最优秀的贸易国家新加坡。”为享乐主义而生此外，因为茶是如此严肃、有历史质感的事物，为了适应本地文化，TWG Tea 品牌标志上所突出的1837年，也是为纪念新加坡在该年成为茶叶、香料和高级奢侈品贸易站的那段历史。可以这样说，TWG Tea 茶一定程度上也成为了新加坡庆祝岛上享乐主义伟大历史交易的产品。 2 把茶叶店开成奢侈品店品牌定位：茶饮市场的革新者TWG TEA 拥有着清晰的品牌定位。它定位高端茶饮品牌，打造全世界最好的茶叶。为了符合这一定位，TWGTea以革新者的姿态，与全球最知名茶庄合作，在每个季度创造新茶品。它将欧洲最顶尖老牌厂商的调茶师、品茶师、制茶师、品牌设计师以及米其林主厨，把古老的欧洲制茶经验、技术带到了新加坡。看店铺就能感受到的品牌格调秉承着打造世界一流茶叶沙龙的品牌理念，TWG TEA一直秉持着用做奢侈品的方式做茶叶，把茶叶店开成了奢侈品店。除颇有心得，风格优雅且极富情致的店铺设计上也外，TWGTEA深谙“从善如登,从恶如崩”的道理，为保证品牌格调，它的门店也大多设在高档购物中心。3 在细节处将品牌腔调一一呈现品牌要学会打破传统的束缚，奢华雅致有个性作为定位为奢华品的茶叶品牌，TWG TEA标榜拥有全球最多的产品组合。因此，虽是奢侈品的定位，价格却具有宽松的选择，扩大了消费者层面。同时，TWG TEA 致力于分享其对茗茶的热衷及打造茗茶时尚的风向标，将世界各地的品茶文化融会贯通，以引领时髦且雅致的品茶风尚。如：TWGTEA 打破传统的束缚，针对年轻系消费者，推出各种口味的拼配茶，甚至可以私人订制口味，把点茶变得好像调香水一样复杂而有个性。品牌的独特与不拘一格，要令人在包装上便感受到TWGTEA 店面中陈列着色彩靓丽奇趣的包装茶品，若仅简单以为这是为了营造色彩效果，那你就大错特错了。如 TWGTEA 顶级定制系列，茶品口味顺应时节变化，其包装设计也融入最新的T台趋势，无不呈现TWGTEA手工调配茶的独特与不拘一格。造型优雅的茶叶罐，琳琅满目的人工吹制的玻璃器皿，瓷制、陶制及铸铁茶壶，上好的骨瓷茶杯、茶托、糖罐、茶叶滤器和种类繁多的茶匙，在茶具系列中一一呈现。此外，每款茶叶的包装上的专属的介绍文字，让然虽为品尝，但却能感受到这款茶饮浪漫与风情。感官的享受与舒适贴心的服务，是品牌刻入人心的关键TWG TEA还有很多细节构成，包括服务生都身着合体的西服;茶包使用纱布包裹，十分细腻;五颜六色的茶罐布满店铺好像置身童话等等，无论从感官上亦或者是服务体验上，都使你仿佛坠入了那个梦幻的茶话会。善用时代特色，与消费者零距离在这个移动互联的时代，TWGTEA甚至还为热爱时尚的年轻人开发了一款APP，你可以通过这个APP，查找到你想要的那款茶，然后寻找到离你最近的TWG TEA门店。综上所述，TWGTEA的时尚，来源于各个方面，围绕着“全世界最好的茶叶”这一定位，打造独特的“世界产品”策略，走“高贵”的销售渠道，还有腔调十足的包装，TWGTEA无疑在全球刮起了一股来自新加坡的茶叶摩登时尚风。- 完 -
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本文系作者授权数英发表，内容为作者独立观点，不代表数英立场。未经授权严禁转载，授权事宜请联系作者本人，侵权必究。
本内容为作者独立观点，不代表数英立场。本文禁止转载，侵权必究。
本文系数英原创，未经允许不得转载。授权事宜请至数英微信公众号(ID: digitaling) 后台授权，侵权必究。
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简体中文
TWG TeaLocations in China
World
North America
Middle East/Europe
Asia Pacific
China
TWG Tea at Chongqing Raffles Boutique (特威茶精品店 重庆来福士店)
No. 51/74, Level 4, Raffles City, No.8 Jiesheng Street, Yuzhong District, Chongqing 400010Tel: +86 023 6366 1837Opening Hours: Monday - Sunday, 10am - 10pm
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TWG Tea at BFC Shanghai (特威茶精品店 上海BFC外滩金融中心店)
S-B105i, No. 89 Dong Men Road, The Bund Finance Center, Huangpu District, Shanghai, China 200010Tel: +86 021 5870 1837Opening Hours: Monday - Sunday, 10am - 10pm
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TWG Tea at One ITC Shanghai (特威茶沙龙与精品店 上海One ITC店)
123 & 125, Level 1, One ITC, No.1901 Huashan Road, Xuhui District, Shanghai, China 200030Tel: +86 021 3363 1837Opening Hours: Monday - Sunday, 10am to 10pm
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TWG Tea at IAPM Mall (特威茶沙龙与精品店 上海环贸iapm店)
L2-220, iapm mall, No. 999 Middle Huaihai Road, near South Shanxi Road, Shanghai, China 200020Tel: +86 021 5466 1837Opening Hours: Monday - Sunday, 10am - 10pm
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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 over 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.
Taha Bouqdib
President & CEO
Co-Founder
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The Story Of TWG Tea
TWG Tea (known as Tea WG in Hong Kong), 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. A subsidiary of V3 Gourmet, TWG Tea stands for The Wellbeing Group and 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.
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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.
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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.
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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!
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TWG Tea Takeaway
TWG Tea invites customers to choose from 450 different varieties of tea to take away -- the largest such menu in the world – served hot or iced. With over 130 teas, the takeaway counter invites customers of all walks of life to experience the TWG Tea difference.
Always intent at testing the frontiers of innovation, TWG Tea has designed an exceptional takeaway cup which 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.
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