In this episode, we dive into the fascinating history of Twinings, one of the world’s oldest tea brands, with Stephen Twining, the 10th-generation family member and Global Brand Ambassador. Stephen shares Twinings’ remarkable journey spanning over 300 years, from its origins in 1706 London to becoming a globally recognized symbol of quality tea. We discuss the brand’s unwavering commitment to quality, the power of innovation, and how it adapted through monumental events such as the World Wars.

We also explore Twinings’ approach to the Chinese market, the impact of its responsible sourcing programme Sourced with Care, and the evolving trends among younger consumers. Stephen offers insights into Twinings’ resilience and legacy, while highlighting the importance of staying true to brand values and maintaining relevance through thoughtful innovation.

Whether you’re a tea enthusiast, an entrepreneur, or a history lover, this episode will leave you with valuable lessons on endurance, adaptability, and brand heritage.

Key Highlights:

• Twinings’ Origins & Commitment to Quality: Founded in 1706 by Thomas Twining, Twinings began as a coffee house in London before becoming the first dry tea and coffee shop. Twinings has consistently upheld a “quality over quantity” philosophy, which has been the cornerstone of its success for over 300 years with no compromise, even during difficult periods like the Tea Act crisis and the World Wars.

• Innovation Meets Tradition: While the company’s roots lie in traditional tea blending, Twinings has embraced modern innovations like herbal teas, Superblends, and even sparkling tea to stay relevant, especially among younger generations.

• Understanding Global Markets: Twinings carefully adapts to local markets, such as China, by understanding consumer preferences rather than simply exporting its products. The focus is on providing additional choices that align with local tastes.

• Tea Sourcing: Twinings’ Sourced with Care initiative, founded by Twinings in 2016, works to help improve the quality of life of the communities who grow its teas and herbs, aiming to drive positive change through empowering women, supporting incomes and improving living standards.

• Royal Warrant as a Mark of Excellence: Twinings has held a Royal Warrant since 1837, continuously serving the British Monarchy through various reigns, symbolizing excellence not just in product quality but also in sustainability and corporate responsibility.

• Guidance to Emerging Brands: To remain true to core values, focus on long-term growth over short-term gains, and build gradually with a strong foundation, particularly for brands in volatile markets like China.

Stephen Twining

【本节目由Withinlink碚曦投资协作体出品】

【嘉宾】

Stephen Twining

Global Brand Ambassador, Twinings

【主持】

李倩玲 Bessie Lee

广告营销行业资深从业者，商业观察者

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158. Brewing a Legacy: The Twinings Story with Stephen Twining