To mark its 10th anniversary, TWG Tea has launched a global e-commerce website, with Singapore being the first nation to experience it (the company is based in Singapore).

With a refurbished interface, the site now offers a suite of tools, such as a customised gifting guide and an interactive tea connoisseur service, which recommends a customer’s perfect tea based on a fun quiz.

There is also richer content so consumers can learn about the brand’s harvests, handcrafted blends, tea merchandise and edible treats.
With the consumer in mind, the reboot aims to complement and mirror the in-store experience.

The brand also introduces a premium by-invitation-only membership, “MyTWG”, which offers tea-related rewards and benefits.