AVANTCHA Tea: Modernising The Tea Culture In The Region

(MENAFN- Mid-East.Info)

A Sustainable, Sensory, and Sophisticated Tea Experience:

Dubai, United Arab Emirates – AVANTCHA Tea, founded by MarZbinden and Marina Rabei in 2014, is a homegrown, avant-garde tea boutique that is redefining the tea experience by seamlessly marrying traditional tea culture with modern sophistication. The globally recognised brand is committed to sustainable practices, unparalleled quality and taste, and simple elegance. It offers a holistic approach to tea, encompassing high-quality leaves, minimalist accessories, modern tea ceremonies, and educational programs that delve into the emotive meaning of tea beyond mere refreshment.

As a pioneer and industry leader, AVANTCHA Tea has changed how tea is experienced and understood. AVANTCHA's core mission is to reshape the tea experience, helping individuals capture the essence of tea's beauty, rediscover its nuanced flavours, and explore the profound substance and emotional resonance of tea beyond its simple role as a beverage. It also seeks to foster a sense of unity and emotional closeness, encouraging connections within oneself, enhancing lifestyles, promoting health, and empowering personal rituals.

Founder and Entrepreneur, MarZbinden says,“Our mission is to transform and innovate the way tea is experienced – to help consumers distill the beauty of tea, rediscover its authentic taste, and explore the emotive meaning of tea beyond simple refreshment. We aim to inspire people to embrace moments of peace, togetherness and connection with themselves and their friends, families, and communities. Through our unique and sophisticated offerings, we are reshaping the tea industry and building a sustainable future for tea production.”

At the heart of AVANTCHA's ethos lies a strong commitment to sustainability, reflected in its extensive range of 100+ organic-certified teas, biodegradable silk tea bags, and naturally-farmed, rare teas. It ensures the freshness of each product by using plant-based and biodegradable materials where possible, including its whole-leaf silk teabags, made from Polylactic Acid (PLA), and significantly reducing non-biodegradable materials in its teabag envelopes and loose-leaf pouches by adding layers of biodegradable Polyethylene Terephthalate (PET) in its packaging.

AVANTCHA sources organic-certified products from its suppliers, taking this through the supply chain from farm to cup. Its“Global Local' essence ensures that these supply chains are short, reliable and 100% traceable, with an investment into the areas from where it operates. Furthermore, AVANTCHA primarily supports local production, making and packing its teabags and loose-leaf teas in the and also working closely with the local farms to grow herbs, flowers, and spices.

Co-founder and Tea Sommelier, Marina Rabei shares,“We know the carbon footprint of the tea industry can be significantly reduced by developing sustainable packaging, strictly adhering to organic farming principles, and minimising fossil fuel use, and changing consumer behaviours, and this is a cause that we are wholeheartedly championing as a brand. We also want consumers to understand that infusions aren't just tea, but fruits, herbs, spices, and roots and that there are boundless opportunities to adopt tea-drinking as part of each person's daily wellness ritual.”

AVANTCHA Tea's influence knows no bounds. It curates bespoke tea experiences for luxury giants including Cartier, Gucci, and Fendi while gracing royal palaces in Dubai and Abu Dhabi and luxury hotels across the like Royal Atlantis, Emirates Palace, Four Seasons, Waldorf Astoria to name a few. Beyond teas, it offers immersive tastings, masterclasses, and training, elevating tea into an art. Venturing into hospitality, AVANTCHA crafts inventive non-alcoholic cocktails and exquisite tea pairings, showcasing its commitment to revolutionising tea culture.

With a commitment to sustainability, sensory delight, and blending tradition with modernity, AVANTCHA converts tea drinking into a lifestyle, making each sip a profound and immersive voyage. Available online at avantcha.com.

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