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Dilmah Tea embarks on t-Lounge expansion

With the Dilmah t-Lounge already established in Sri Lanka, and recent openings in China and other Asian locations, the group’s sights are set on its debut in Europe and expansion throughout the Middle East in 2015, bringing a luxury concept featuring exceptional teas to premium venues across the region.

 

Dilmah is unique; a brand that is founded on a passionate commitment to quality and authenticity in tea, it is also a part of a philosophy that goes beyond commerce in seeing business as a matter of human service.

 

Tea is Nature’s gift to mankind. A beverage that heals, protects and refreshes, it is also infinite in variety, changing subtlety with the natural alchemy of sunshine, soils, wind, rain and temperature. That beautiful variety in tea is as much a challenge as a deliciously indulgent reward for whilst nature gives us a tea to suit every mood, and desire, she demands expertise in understanding and selecting the finest.

 

Founder of Dilmah, Merrill J. Fernando, declared his commitment to tea when in the 1950s he devoted his life to tea. Four decades later he was joined by his two sons, Dilhan and Malik (after whom he named his Dilmah Tea) who share his passion. Today, nearly sixty years on, Merrill and his sons – the Fernando family have acquired the expertise to grow tea, pack and offer consumers around the world only the finest. Their love for tea clearly transcends generations for Dilhan and Malik’s sons and daughters are learning tea, preparing for a time when they assume responsibility for the covenant that Merrill made, when in the 1950s he declared that he would devote his life to bringing quality back to tea, ethically.

 

Today, Dilmah is the only vertically integrated tea company with its own tea gardens – some of Ceylon’s best estates – and state of the art printing & packaging facilities, tea packing and investments in every segment of the industry.

 

In 1988 Merrill pioneered three important initiatives which have today become hallmarks of Dilmah. Whilst commoditisation amongst big brands has continued, Merrill’s Dilmah is distinct in being Traditional Tea that is Single Origin Tea and packed Garden Fresh.

 

These are important because traditional tea, made in the ‘orthodox’ style – a production process that starts with handpicking the leaves and continues through withering, rolling, oxidation and firing – follows a technique perfected over centuries. It produces tea that are varied and sophisticated. The alternative is CTC, a relatively recent method of production designed to offer a quick cuppa and in the process sacrifices all that is special in tea.

 

Single Origin Tea – unblended tea – is important because one of the most desirable features in tea is terroir – the sense of place. Terroir dictates that tea grown in the Uva region at a certain time of year possesses the unique, signature taste that is the product of that unique climatic phenomenon. It gives each valley, each region and each country its unique identity in tea. The lower cost option though is to buy tea from wherever it is cheap – for tea varies enormously in cost – and blend it all together to produce a ‘multi-origin blend’. That may work for coffee, but certainly not for tea.

 

Dilmah is Garden Fresh, for it is freshness that guarantees a rich, and satisfying cup that is also potent in healthy antioxidants.

 

Merrill J. Fernando, his sons and the Dilmah Team today focus on offering tea aficionados around the world a truly different experience in tea. Dilmah presents an unmatched collection of teas, each tasted and selected with the benefit of decades of experience in tea, and most importantly marked by genuine innovation and a passion for quality.

 

The t-Lounge by Dilmah offers an eclectic collection of exceptional teas, and gives guests an opportunity to indulge in teas that complement their mood, taste and self-image. The t-Lounge offers tea aficionados an opportunity to indulge in the t-Series, a collection of designer gourmet teas that celebrate the individuality and taste of tea from estates around the world known only for their excellence. Whether taken hot or iced, these teas are designed to help people relax, invigorate and enhance life. The t-Lounge also offers Gift Tea options, giving guests the choice of presenting a gift of tea in various combinations designed to offer an entire tea experience. Currently, there are Dilmah t-Lounges, t-Houses and t-Bars in operation in several global destinations, including in Poland, Belarus, Australia, New Zealand, and Sri Lanka, all offering a quiet and relaxing environment with a variety of cocktails, mocktails, hot teas as well as tea-inspired gourmet snacks, cakes and desserts.

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