TWG Tea brings hyper-personalisation to the tea drinking experience with new global site

Tea brand TWG Tea has unveiled a new global brand site. With a sleek and modern aesthetic, the new site reflects the brand’s journey as the leading purveyor of exquisite teas and immerses customers in the world of tea, it said in a statement. 

It features virtual worlds – a world first in the tea industry – as well as intuitive navigation and seamless interactions to enhance the customer journey.

The two-year-long project will see the new site rolled out in multiple languages and local currencies in the coming months.

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“We are thrilled to unveil our new brand site,” said Maranda Barnes, chief commercial officer of V3 Gourmet and co-founder of TWG Tea. 

“As a brand synonymous with innovation, our aim was to create a refined digital experience that transcends traditional tea shopping, becoming a go-to reference for tea enthusiasts," Barnes added. "Whether discovering teas blended with chocolate or exploring detailed infusion guidelines, this site serves as an essential reference for both new and seasoned tea lovers. Much like the ritual of preparing and savouring a cup of tea, our new site offers a sensory journey through the origins, craftsmanship and appreciation of tea."

TWG Collective is 360 immersive space housing three virtual worlds, Tea Innovation, Tea Origins and TWG Tea, as well as a library of IG stickers and wallpapers for download.

The immersive space was created to invoke a sense of wonder and whimsy, inviting TWG’s customers to explore stories of tea and some of the brand’s most celebrated products in TWG Tea’s line-up on both desktop and mobile, it said in a statement. 

The new site also offers a more seamless way to browse and find the perfect tea for any occasion. With more than 1,000 teas to choose from, features such as 'compare tea' and 'tea finder' make it easy for consumers to find new favourites and broaden their tea horizons. 

The 'compare tea' feature allows users to see the key details of up to three teas side by side. To support the decision-making process, users will be able to compare everything from predominant and secondary flavours to the country of origin and the time of day the teas are best suited to be enjoyed. 

The 'tea finder' feature highlights a digital guide to help consumers find their ideal cup of tea, personalised to their preferences. Whether it’s their favourite type of tea, preferred flavour profiles or origins, there is a tea to suit every mood and time of day, it said. 

The new site also sports a concierge with sections on how-tos, which showcases infusion instructions for different types of teas, product care detailing essential steps on caring for TWG Tea accessories, as well as FAQs and live chat with a tea connoisseur.

By sharing this knowledge with tea drinkers, TWG Tea aspires to cultivate a deeper and more meaningful connection with tea for everyone, it said.

Customers can also now personalise their tea experience by choosing their own tea tins when purchasing loose-leaf teas and creating their own bespoke hampers with a mix-and-match feature. These enhancements are designed to bring customers closer to the world of TWG Tea.

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