TWG Tea Co-Founder Maranda Barnes Talks Tea and Whimsical Treats
Tea lovers know that good tea is more than just a beverage but an experience. Drinking tea provides people with a moment of solitude and contemplation. It’s quite literally warmth — and we mean that in every sense of the word — in a cup.
When it comes to fine tea, no one does it better than TWG Tea. Also known as Tea WG in Hong Kong, TWG calls itself the “finest luxury tea brand in the world” known for its delicate flavors and fragrant brews, as well as for its exquisite tea salons and boutiques. Its yellow packaging and elegant tea rooms make you feel as if you’re having tea at the palace and its impressive Tea Collection boasts over a thousand different single-estate, fine harvests, and exclusive tea blends, making it the brand with the largest list of whole leaf teas in the world. Let’s not forget their iconic offerings such as the sentimental, inaugural blend, Silver Moon Tea, and their hand-stitched cotton teabags, which are the first of their kind in the world.
A subsidiary of the global luxury gourmet lifestyle group, V3 Gourmet, TWG Tea was established under The Wellness Group in Singapore in 2008, from which the acronym “TWG” was derived. With the leadership of CEO and President Taha Bouqdib, who “believed strongly in an elevated status and positioning for tea to be enjoyed and appreciated by all,” TWG has become a tea empire with over 70 locations worldwide.
And it seems that the brand is continuously elevating the tea-drinking experience with the release of another first: the TWG Tea Teddies®, which reimagines tea into a sweet treat. The launch of this product underscores the brand’s continued efforts to craft, innovate, and make tea special for everyone who’s poured a cuppa.
The Beat Asia sat down with Maranda Barnes, Chief Commercial Officer of V3 Gourmet and Co-Founder of TWG Tea, to learn more about this whimsical new offering. With over two decades of experience in the luxury lifestyle industry, Maranda is widely recognized as a game-changer and thought leader who has authored multiple books on coffee and tea. She was also part of the founding team that revived the 110-year-old Bacha Coffee brand from Marrakech in 2019.
In our latest exclusive, she tells us a bit about her journey in co-founding this luxury tea empire; the idea behind the adorably delightful TWG Tea Teddies®, and how the brand intends to elevate consumer experiences with it. Oh, and if you’re not a regular tea drinker, perhaps her personal favorites from the TWG Collection might spark your interest and encourage you to try a cup or two!
Hi Maranda! Can you tell us about how you got started as an entrepreneur?
I was born in Chicago and educated in France before working in the luxury industry. My mother taught me at home since I was a concert violinist from a very young age, and since my parents had their own business, it was only natural for me to grow up wanting to be an entrepreneur and to work with my husband! They truly gave me the strength to embrace my passions and lead an exceptional life.
I started working in the fragrance industry before moving to tea and then coffee, and met Taha, my husband (President & CEO of TWG Tea), along the way. I’ve always felt that fragrance and packaging still play an essential role in the creation of fine tea and coffee blends, and I have Taha to thank for introducing me to the fabulous world of tea.
How did you end up launching the TWG Tea brand?
I have been very fortunate to draw real-life experience from living and working on three continents which has given me a deep appreciation and understanding of international tastes and predilections.
From the start, we recognized there was an opportunity to revolutionize the tea industry and emerge as a category leader as Asia’s first international luxury tea brand, offering the largest selection of the most exceptional tea harvests in the world.
I was involved in almost every aspect of setting up the business, from the creation of the tea names, the creative and corporate identity of the brand, product conception, sourcing, design and development, digital innovation, writing the TWG Tea Book, and of course corporate communications. As the Chief Commercial Officer of V3 Gourmet today, I continue to creatively engage in developing unique and evolving strategies for business development through learning & development, digital strategy, corporate communications, PR (Public Relations), and marketing departments, and lend my unique writing style across TWG Tea touchpoints.
Have you always been fond of tea?
My love affair with tea was something that came naturally to me – my family were foodies and passionate about the quality of whatever we ate and drank – including tea! Then, when I moved to France at 17, I developed this appreciation with a wider discovery of single-estate teas and blends.
Throughout my cultural exploration of tea, I have also had the honor to experience the rich tea cultures of different countries, and these experiences have deepened my appreciation for the diversity and tradition of tea. Tea has become an innate passion of mine simply because it is so much more than a simple beverage; enjoying a cup of tea is an experience in and of itself, a moment of contemplation and quiet pleasure everyone can relate to.
What are the TWG Tea Teddies®? What’s the story behind its creation and ideation?
Reimaging an innovative way of enjoying and making tea, Tea WG Tea Teddies® are exquisite tea-infused fruit gums crafted with rare white tea that whisk the palate away on a whimsical journey. Available in eight different varieties, Tea Teddies can be enjoyed as a snack just as they are or infused in hot water for a charming cup of tea.
All Tea Teddies are composed on a base note of white tea, one of the most precious and coveted varieties of tea in the world. Since white tea is entirely unprocessed, it is also the most natural of all varieties, making it the perfect tea to blend with natural berries, citrus fruits, and spices to offer a contemporary interpretation of a nostalgic childhood sweet.
Sounds delightful! But why shape them into teddy bears?
To showcase the brand’s playful side and evoke a sense of whimsical fun. Tea Teddies® are little luxuries that cleverly integrate a charming pop culture icon into a nostalgic candy.
And how does this new product intend to elevate the tea experience?
Imaginative, interactive, and inviting, Tea Teddies® are an unexpected treat for the youthful and the young at heart. We hope that customers can enjoy tea as a sweet treat or transform these little luxuries into a captivating cup of tea.
Why launch them in Hong Kong? What is it about the market that made the brand decide to offer it there first?
Building a bridge between the traditions of the past and the objects of desire of the future, Tea Teddies® epitomize our savoir-faire and celebrate the finest tea as an everyday luxury. Launching in Hong Kong (and globally) is a natural choice, as the city’s consumers increasingly appreciate exquisite yet trendsetting teas.
We see a strong alignment between Hong Kong's evolving tea culture and Tea WG’s vision, where timeless tradition meets modernity. The ever-changing tastes of tea lovers also mean that we need to constantly update and innovate our product offerings, designs, and interiors, to bring a touch of sensuality and originality to modern tea drinkers.
What would you say makes TWG Tea stand out from other luxury tea brands?
Tea WG’s commitment to excellence centers on offering the finest teas of the world directly from source gardens. Our strong and exclusive relationships with renowned tea growers worldwide allow us to create exceptional harvests, ensuring unparalleled access to some of the world’s most celebrated tea estates. This dedication has enabled us to curate the world’s largest tea list, offering over 1,000 varieties of single estate, finest harvests, and exclusive tea blends from every tea-producing region of the world.
Our signature aesthetic enhances the tea experience, presenting customers with a unique blend of taste and sophistication. Through modern tea accessories crafted in a myriad of colors, materials, and precious metals, we update traditional designs to reflect both elegance and innovation.
Do you have a personal favorite blend from the Tea Collection? What brews would you recommend?
I enjoy exploring the variety of teas we offer, so I rarely drink the same tea twice in a row. My choice always depends on my mood and the time of day.
In the morning, I love starting the day with 1837 Black Tea, a unique blend with notes of fruits and flowers, ripe berries, [star] anise, and caramel that awakens the senses. To cleanse the palate after a meal, I would indulge in a cup of Moroccan Mint Tea blended with strong and suave Sahara mint for that invigorating touch.
For something refreshing, Iced Eternal Summer Tea is my go-to. This South African red tea embellished with notes of rose blossoms accented with raw berries is wonderfully refreshing and can be enjoyed hot or iced, making it ideal for any age or occasion.
Are there any upcoming festive campaigns that we should look forward to?
This year, our Festive Collection takes center stage with the Twelfth Night Advent Calendar, a masterpiece adorned with festive illustrations and intricate details, blending timeless elegance with a playful charm.
This modern reimagining of the classic advent calendar invites you to unveil festive tea blends behind each exquisitely crafted door. Each thoughtfully crafted to bring moments of merriment and cheer, tea lovers can discover a dozen Christmas teas, each more delightful than the last.
Follow TWG Tea on Facebook and Instagram to learn more about their gourmet offerings and unique blends.
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