TWG Tea

TWG Tea was established in 2008 as a subsidiary of a Singaporean company, The Wellness Group.{{cite web |title=TWG Tea the best tea since 2008 |url=http://www.luxe-magazine.com/en/article/8525-twg_tea_the_best_of_tea_since_2008.html |website=Luxe Magazine}}{{cite news |last=Baker |first=Jalelah Abu |title=The Wellness Group loses appeal against Osim over TWG Tea |url=https://www.straitstimes.com/singapore/the-wellness-group-loses-appeal-against-osim-over-twg-tea |publisher= |newspaper=The Straits Times |work= |date=November 1, 2016 |access-date=November 17, 2022 }} Its founder, Manoj M. Murjani (a Hong Konger of Indian descent), conceptualised the luxury teahouse chain together with French-Moroccan tea sommelier, Taha Bouqdib.{{cite news |last=Pikyin |first=Leong |title=TWG's Taha Bouqdib: Lessons from his Father |url=https://thepeakmagazine.com.sg/interviews/the-tea-in-gentility-twg-taha-bouqdib/ |publisher= |newspaper= |work=The Peak |date=October 1, 2013 |access-date=November 17, 2022 }} Bouqdib's wife, Maranda Barnes Bouqdib, was also one of the founding partners.{{cite news |last=Millimaci |first=Grace |title=Tea salon a sensory invitation |url=https://thewest.com.au/lifestyle/food/tea-salon-a-sensory-invitation-ng-ya-151590 |publisher= |newspaper=The West Australian |work= |date=September 13, 2011 |access-date=November 17, 2022 }}

The company opened its first tea outlet in Raffles Place's Republic Plaza in Singapore in 2008 followed by a larger location in the ION Orchard mall.{{cite news |last= |first= |title=TWG Tea Salon: Taking over Singapore one cup at a time |url=http://travel.cnn.com/singapore/none/twg-tea-salon-000401/ |publisher=CNN |newspaper= |work= |date=1 December 2009 |access-date=9 December 2022 }} By 2009, TWG Tea products were sold at the Dean & Deluca grocery store in New York and were offered on Singapore Airlines' flights.{{cite news |last=Kolesnikov-Jessop |first=Sonia |title=Gourmet Tea Business Growing Rapidly in U.S. and Around the World |url=https://www.cnbc.com/2009/09/18/gourmet-tea-business-growing-rapidly-in-us-and-around-the-world.html |publisher=CNBC |newspaper= |work= |date=18 September 2009 |access-date=9 December 2022}} In 2010, the brand opened its first overseas store in Jiyūgaoka, Tokyo.{{cite news |last=Yasuda |first=Masaaki |title=Luxury Tea salon "TWG" from Singapore became global brand only in 4 years |url=http://www.foodrink.asia/news/2012/10/post-962.php |publisher= |newspaper= |work=FoodDrink News |date=5 October 2012 |access-date=9 December 2022 }}

In April 2011, Osim International acquired a 35% equity stake in TWG Tea.{{cite news |last=Wei Kong |first=Wong |title=OSIM tea venture: some questions |url=https://www.asiaone.com/print/News/Latest%2BNews/Business/Story/A1Story20110419-274454.html |publisher= |newspaper= |work=AsiaOne |date=21 April 2011 |access-date=30 November 2022 }} Later that year, the company expanded into Hong Kong with a store at the IFC Mall. This ultimately led to a lawsuit alleging trademark infringement from the Tsit Wing Group, which had been doing business in Hong Kong since 1932 using the acronym "TWG". In 2014, courts ruled in favor of the Tsit Wing Group,{{cite news |last=Chu |first=Julie |title=TWG tea shop may have to change its name after court decision in trademark case |url=https://www.scmp.com/news/hong-kong/article/1654913/twg-tea-shop-may-have-change-its-name-after-court-decision-trademark |publisher= |newspaper=South China Morning Post |work= |date=4 December 2014 |access-date=30 November 2022 }} prompting TWG Tea to change the name of its Hong Kong business to "Tea WG".{{cite news |last=Yusof |first=Helmi |title=Weekend Interview: Taha Bouqdib |url=https://www.businesstimes.com.sg/lifestyle/weekend-interview/taha-bouqdib |publisher= |newspaper=The Business Times |work= |date=16 November 2018 |access-date=20 November 2022 }}

In 2014, TWG Tea opened a training facility at its headquarters in Singapore to train its staff to become tea sommeliers.{{cite web |url=http://www.billionaire.com/taste/wine-drink/535/twg-tea-the-art-of-the-blend |title=TWG Tea: The Art of the Blend |access-date=September 12, 2014 |publisher=Billionaire |archive-date=February 9, 2015 |archive-url=https://web.archive.org/web/20150209010932/http://www.billionaire.com/taste/wine-drink/535/twg-tea-the-art-of-the-blend |url-status=live }} In the same year, following a legal dispute between Murjani and Bouqdib over TWG's ownership, Murjani and The Wellness Group exited the brand, and the brand passed into the ownership of The Wellbeing Group, a second parent company established by Bouqdib with acronymic similarities.{{cite web |title=5 High Court of the Republic of Singapore |url=https://www.supremecourt.gov.sg/docs/default-source/module-document/judgement/s-799-of-2017-(gd)(v10)(final)-pdf.pdf |access-date=2019-10-06 |archive-date=2019-10-06 |archive-url=https://web.archive.org/web/20191006003727/https://www.supremecourt.gov.sg/docs/default-source/module-document/judgement/s-799-of-2017-(gd)(v10)(final)-pdf.pdf |url-status=live }}

In 2016, TWG Tea opened its first location in North America in Vancouver, Canada.{{cite news |last=Kwan |first=Tammy |title=TWG Tea: Singaporean-based tea company set to open first North American location in Vancouver |url=https://www.straight.com/food/809756/twg-tea-singaporean-based-tea-company-set-open-first-north-american-location-vancouver |publisher= |newspaper= |work=Straight |date=18 October 2016 |access-date=9 December 2022 }} In 2017, the company officially launched the TWG Tea Institute in Singapore, which offers training to all TWG Tea employees on brewing techniques and information on all tea blends offered by the company.{{cite news |last=Xinyi |first=Hong |title=TWG Tea's Taha Bouqdib And Maranda Barnes Talk Tea And Global Ambitions |url=https://sg.asiatatler.com/society/a-moveable-feast |publisher= |newspaper= |work=Asia Tatler |date=14 November 2018 |access-date=9 December 2022 }}

By 2019, it had 70 outlets in 19 cities worldwide,{{cite news |last=Ambler |first=Pamela |title=The Billionaire Who Welcomed The Barbarians At His Gate: To Improve His Company, Ron Sim Knew KKR Was His Best Hope |url=https://www.forbes.com/sites/pamelaambler/2019/09/02/the-billionaire-who-welcomed-the-barbarians-to-save-his-company-ron-sim-knew-kkr-was-his-best-hope |publisher= |newspaper= |work=Forbes |date=2 September 2019 |access-date=12 December 2022 }} with distribution of its tea products in over 40 countries.{{cite news |last=Lai |first=Leila |title=10 years on, TWG sips on global ambitions |url=https://www.sgsme.sg/news/10-years-twg-sips-global-ambitions |publisher= |newspaper= |work=SGSME |date=5 November 2018 |access-date=12 December 2022}}

File:TWG Tea shop in Singapore.jpg, Singapore]]

TWG Tea sells over 1,000 tea varieties, sourcing from 47 tea-producing locales throughout the world.{{cite web |title=A successful brew: Home-grown luxury tea brand's tried-and-true formula for creating an impactful online presence |url=https://www.straitstimes.com/business/a-successful-brew-home-grown-luxury-tea-brands-tried-and-true-formula-for-creating-an-impactful-online-presence |website=The Straits Times |date=December 23, 2021}} The company's tea products are distributed in 42 countries in retailers like Harrods in London, Dean & Deluca in New York City, El Corte Inglés in Spain and Portugal, and Feinkost Käfer in Germany (among others).{{cite news |last= |first= |title=TWG Tea Festive Set Menu December 10 to January 3 |url=https://myvancity.ca/2019/12/02/twg-tea-festive-set-menu-december-10-to-january-3/ |publisher= |newspaper= |work=MyVanCity |date=2 December 2019 |access-date=12 December 2022 }} The company's logo features the year 1837, which is a reference to the foundation of the Singapore Chamber of Commerce.

Teas are classified by colour (black, blue, green, yellow, white, red) and have names like "Singapore Breakfast Tea", "Silver Moon Tea", and "1837 Black Tea".{{cite news |last=Olivares-Co |first=Maja |title=Elevating the common cup of tea |url=https://lifestyle.inquirer.net/103433/elevating-the-common-cup-of-tea |publisher= |newspaper=Philippine Daily Inquirer |work= |date=15 May 2013 |access-date=12 December 2022 }} Rare and luxury tea varieties include the Imperial Gyokuro and the Gold Yin Zhen, which features flakes of 24-karat gold.{{cite news |last=Goh |first=Joie |title=The Husband & Wife Duo That Built TWG Tea |url=https://www.tsingapore.com/article/taha-bouqdib-maranda-barnes-husband-wife-duo-built-twg-tea-interview |publisher= |newspaper= |work=The New York Times Style Magazine: Singapore |date=31 October 2018 |access-date=12 December 2022 }} TWG Tea also sells upscale tea accessories including teacups and teapots.

Its tea is also sold in TWG Tea-branded tea salons and boutiques in cities worldwide. The salons also sell tea-infused food such as salads, quiches, soups, pastries, and desserts.{{cite news |last=Fahmy |first=Miral |title=Singapore salon infuses tea with new level of luxury |url=https://www.reuters.com/article/us-tea-salon/singapore-salon-infuses-tea-with-new-level-of-luxury-idUSSP29193120080827 |publisher=Reuters |newspaper= |work= |date=27 November 2008 |access-date=12 December 2022 }} There are locations in Singapore, Malaysia, the United Kingdom, the United Arab Emirates,{{cite news |last=Mah |first=Kenny |title=How fine teas purveyor TWG Tea expanded across the globe |url=https://www.malaymail.com/news/eat-drink/2018/05/20/how-fine-teas-purveyor-twg-tea-expanded-across-the-globe/1632856 |publisher= |newspaper=Malay Mail |work= |date=20 May 2018 |access-date=12 December 2022 }} Thailand,{{cite news |last=Chinmaneevong |first=Chadamas |title=Something's brewing |url= https://www.bangkokpost.com/business/361096/something-brewing |publisher= |newspaper=Bangkok Post |work= |date=23 July 2013 |access-date=12 December 2022 }} Taiwan, Canada, South Korea, China, and other nations.{{cite news |last=Khoo |first=Lynette |title=Osim unveils ambitious expansion plans for TWG Tea |url=https://www.businesstimes.com.sg/companies-markets/osim-unveils-ambitious-expansion-plans-for-twg-tea |publisher= |newspaper=The Business Times |work= |date=31 October 2014 |access-date=12 December 2022 }} In Hong Kong, the brand is known as "Tea WG".

{{Reflist|30em}}

• {{Official website|http://www.twgtea.com/}}

Category:Companies of Singapore

Category:Food and drink companies established in 2007

Category:Restaurants established in 2007

Category:Luxury brands

Category:Singaporean brands

Category:Tea brands