DILMAH t-bars have so far been opened in over 25 different locations in Europe and Asia. "The t-Bar is revolutionary because it offers consumers who appreciate quality in tea the rare, unusual and very esoteric teas more usually enjoyed by an inner circle of teamakers and usually not available to Middle Eastern consumers" said Mr. Dilhan Fernando, Marketing Director, DILMAH.
Dilmah, acknowledged by the flagship Ceylon Tea brand, has in a relatively short period of 15 years, represented quality in tea, against the trend of commoditisation by major multinational brands. It has also secured a place amongst the top 5 international tea brands. The Dilmah t-Bars are the Company's most recent innovation, designed to bring style with quality, to tea.
"The Dilmah t-Bar is the first genuinely ground-breaking concept in on-premise, tea service. Unlike its competitors, Dilmah avoided the temptation to mimick Café style concepts, and invested over two years in researching and developing an innovative and revolutionary tea service. The result is the world's most esoteric and eclectic collection of boutique teas featuring 39 different teas from selected estates, and over 100 different recipes, all based firmly on tea" said Mr. Fernando.
"In the Middle East, where the finest of everything is enjoyed by consumers who appreciate quality, tea sadly, has been commoditised to an extent where real tea is not easily available. Real Tea is Single Origin Tea delivered to your cup garden fresh, unblended and with a guarantee of quality and authenticity. All Dilmah teas are guaranteed single origin. The teas we present you at the t-Bar are designed to enhance every mood and every occasion with teas that are truly revolutionary."
Mr. Fernando also went on to quote figures released by Euromonitor whereby MENA Retail Tea consumption in 2002 was 220,900 Metric Tonnes. Strong value growth was expected from the speciality tea segment. "Tea consumption in the region has been static over the last 5 years at around 0.22 kg annually per person. The opportunity for growth lies in introducing a new dimension in tea to discerning consumers in the Middle East. Speciality Tea is driving category growth in Europe, and our mission is to develop the Speciality segment with our Dilmah Ceylon Gold, Single Origin Tea, and Boutique Teas like the t-Series." said Mr. Fernando.
DILMAH has enjoyed excellent consumer response to its message of quality and recently announced that the Crowne Plaza Abu Dhabi, has opted for DILMAH as its preferred tea brand. Crowne Plaza joins a growing list of premium brands in the hospitality, travel and high-end food service sectors, including Emirates, SriLankan and Qantas Airlines, McDonalds, Seattle's Best Coffee, Cinnabon, Sands Hotel, The One and The Club, Abu Dhabi, to name a few who use DILMAH as their tea brand of choice.
In March this year, reigning Miss World, Rosanna Davison launched a t-Cocktail - the Queen of Tea - at the Dilmah t-Bar in Colombo. Rosanna also launched Release 4 of the t-Series, which features 11 new teas in the t-Series.
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DILMAH announces opening of its first 't-bar' in Middle East
- United Arab Emirates: Sunday, May 02 - 2004 at 10:38
- PRESS RELEASE
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Gourmet tea brand DILMAH, announced today the opening of its first 't-Bar' in the Middle East.
Mr. Dilhan Fernando, Marketing Director, DILMAH.
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Posted by Christine H. Andersen, Assistant News EditorSunday, May 02 - 2004 at 10:38 UAE local time (GMT+4)
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This article was updated on Wed Dec 06 2006.
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About DILMAH
The t-Bar concept was first launched in Colombo with the opening of the world's first t-Bar in June 2003. Today Dilmah t-Bars operate in Milan, Verona, Rome, Vilnius, Moscow, Colombo, now in Abu Dhabi and shortly also in Warsaw, Prague and Singapore. The t-Bars are based on a very upscale interpretation of tea. In revolutionary contrast to the direction its competitors in tea are taking, Dilmah sought to bring together the finest teas in the world - handmade White Teas, rare and unusual Estate Teas from very particular Gardens in Ceylon, exotic flavoured teas, and specialised Green and Oolong Teas. The quality of the teas featured at the t-Bars is matched by designer presentation, and very uniquely styled t-Bars.
Dilmah t-Bars aim to offer a new generation of tea drinkers tea on their own terms - Gourmet and Boutique hot tea, iced teas, t-mocktails, and Ice Cream t-Shakes - all served in an elegant and stylish setting.
DILMAH - The Single Origin Tea was launched in 1988 and is packed and exported from Sri Lanka, the country of its origin, to more than 90 countries worldwide. Merrill J. Fernando, Chairman and Founder of Dilmah was recently felicitated by the apex organization of the Ceylon Tea Industry, the Ceylon Planters' Association in its 150th Anniversary Celebration with the followings words : "Merrill J. Fernando's service to the plantation industry and Sri Lanka is phenomenal, making him a legend in his own time; he is known as the tea taster whose passion has revitalized the tea trade and brought untold benefits to plantation workers and their families."
The passion of Merrill J Fernando, the founder of DILMAH Tea and his family, and their simple message to consumers, of quality, authenticity and integrity, has endeared consumers to the family tea brand and made DILMAH the third largest Global Tea Brand in less than 15 years. DILMAH pioneered the concept of packing and branding tea at origin and it is today offered to premium and gourmet tea drinkers in 92 countries around the world.
Mr. Fernando, who devoted a lifetime to tea, enjoys 54 years experience in the tea industry, and is one of the most experienced tea tasters in the industry. The Fernando family attributes the success of Dilmah as a young brand, to the consumer's recognition of quality. As a family brand dedicated to its mission to redefine the tea category through quality, authenticity and integrity, Dilmah lacked the resources of its much larger competitiors and yet has secured a place amongst the top 5 international brands.
DILMAH is a registered trademark of Merrill J. Fernando & Sons Ltd., a member of the MJF Group of Companies, Colombo. The MJF Group is ISO 9002 and HACCP registered by Det Norske Veritas (DNV) Netherlands. The focus on branded, high quality tea has made DILMAH a major player in the premium segment of the global tea market, while re-establishing Ceylon Tea as the world's finest.
For further information:
Vivette Anklesaria
Abu Dhabi Maritime & Mercantile International Co.
Ph: 02-6123552 / 6273131
Fax: 02-6274610
Or
Brian Carvalho
ASDA'A Public Relations
Exclusive Affiliate of Edelman PR Worldwide in Middle East and North Africa
Ph: 02-6816811
Fax: 02-6816802
The t-Bar concept was first launched in Colombo with the opening of the world's first t-Bar in June 2003. Today Dilmah t-Bars operate in Milan, Verona, Rome, Vilnius, Moscow, Colombo, now in Abu Dhabi and shortly also in Warsaw, Prague and Singapore. The t-Bars are based on a very upscale interpretation of tea. In revolutionary contrast to the direction its competitors in tea are taking, Dilmah sought to bring together the finest teas in the world - handmade White Teas, rare and unusual Estate Teas from very particular Gardens in Ceylon, exotic flavoured teas, and specialised Green and Oolong Teas. The quality of the teas featured at the t-Bars is matched by designer presentation, and very uniquely styled t-Bars.
Dilmah t-Bars aim to offer a new generation of tea drinkers tea on their own terms - Gourmet and Boutique hot tea, iced teas, t-mocktails, and Ice Cream t-Shakes - all served in an elegant and stylish setting.
DILMAH - The Single Origin Tea was launched in 1988 and is packed and exported from Sri Lanka, the country of its origin, to more than 90 countries worldwide. Merrill J. Fernando, Chairman and Founder of Dilmah was recently felicitated by the apex organization of the Ceylon Tea Industry, the Ceylon Planters' Association in its 150th Anniversary Celebration with the followings words : "Merrill J. Fernando's service to the plantation industry and Sri Lanka is phenomenal, making him a legend in his own time; he is known as the tea taster whose passion has revitalized the tea trade and brought untold benefits to plantation workers and their families."
The passion of Merrill J Fernando, the founder of DILMAH Tea and his family, and their simple message to consumers, of quality, authenticity and integrity, has endeared consumers to the family tea brand and made DILMAH the third largest Global Tea Brand in less than 15 years. DILMAH pioneered the concept of packing and branding tea at origin and it is today offered to premium and gourmet tea drinkers in 92 countries around the world.
Mr. Fernando, who devoted a lifetime to tea, enjoys 54 years experience in the tea industry, and is one of the most experienced tea tasters in the industry. The Fernando family attributes the success of Dilmah as a young brand, to the consumer's recognition of quality. As a family brand dedicated to its mission to redefine the tea category through quality, authenticity and integrity, Dilmah lacked the resources of its much larger competitiors and yet has secured a place amongst the top 5 international brands.
DILMAH is a registered trademark of Merrill J. Fernando & Sons Ltd., a member of the MJF Group of Companies, Colombo. The MJF Group is ISO 9002 and HACCP registered by Det Norske Veritas (DNV) Netherlands. The focus on branded, high quality tea has made DILMAH a major player in the premium segment of the global tea market, while re-establishing Ceylon Tea as the world's finest.
For further information:
Vivette Anklesaria
Abu Dhabi Maritime & Mercantile International Co.
Ph: 02-6123552 / 6273131
Fax: 02-6274610
Or
Brian Carvalho
ASDA'A Public Relations
Exclusive Affiliate of Edelman PR Worldwide in Middle East and North Africa
Ph: 02-6816811
Fax: 02-6816802
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