Twinings gives tea drinkers a taste of British blends

The United Kingdom's tea maker Twinings has its own secret recipe for success in China.

The royal-warranted tea brand has beat Chinese competitors and received recognition from China's middle class by offering products not found in local tea shops and continuously innovating its premium teas during the past decade.

"Twinings achieved double-digit growth in sales in the past few years and expanded brand awareness and market share within our category of premium imported tea," said Stephen Twining, the 10th-generation heir to the London-based tea maker.

"China is one of the fastest-growing markets among about 140 countries and we are confident that this momentum will continue for years," added Twining.

The brand has served the Chinese market for more than 10 years with new product launches to cater for changing demands and different occasions.

Twinings developed a special limited edition blend that contains premium black teas from China and Ceylon during the 2010 Shanghai World Expo period. The expo teas were offered as gifts for special guests.

As more and more young people become keen to try teas different from traditional Chinese blends almost every global tea maker has become eager to explore the Chinese market.

As Twinings faces increasing competition in the Chinese market the tea maker is paying more attention to innovation.

"The most important strategy is to maintain the innovation of premium-quality teas which relies on research with Chinese consumers. We are the only imported tea brand that invests heavily in research and communications in China. This will ensure long-term business sustainability," said Twining.

He said the company has established a Twinings Tea Academy in China, which works closely with hospitality institutions to provide training and even scholarships to support people keen on learning more about Western tea culture.

"We believe that the Chinese appreciate good-quality teas and also new flavors that suit individual lifestyles," he added.

Twinings' products are distributed in high-end stores and imported food markets in 21 cities across China. The company is optimistic about its future in the Chinese market.

"We see many Chinese tea drinkers try to explore the wider world of teas, especially the world of authentic English teas. Twinings is trusted by tea drinkers all over the world to deliver that experience and so the opportunity for Twinings in China is very exciting," said Twining.

tangzhihao@chinadaily.com.cn