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| Sunday, 11 April 2004 |
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| News Business Features Editorial
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Queen of beauty meets queen of tea Reigning Miss World 2004, Rosanna Davison, unveiled a 'Queen of Tea', 'Dilmah t-Cocktail at the t-Bar at Trans Asia, Colombo. Rosanna Davison whose Irish descent makes her part of a nation of prolific tea drinkers, spent an afternoon experiencing something truly different in tea. Both queens share the Irish heritage since the Dilmah t-Cocktail has an Irish cream liqueur base in addition to Cognac and Dilmah Italian almond tea. Dilmah launched its t-bar concept at the Trans Asia in June 2003, 10 months ago. The concept is based on the Dilmah t-series, a line of boutique teas offering designer style and unmatched quality and variety. Dilmah t-bars now operate in Europe and the Middle East with bars open in Milan, Verona, Rome, Vilnius, Moscow and Abu Dhabi. The event also marked the extension of the t-series to include 39 different teas - the most esoteric and eclectic collection of teas in the world. The t-bars present these speciality teas in a very unique manner, featuring alcoholic cocktails, non-alcoholic mocktails, t-shots, Ice cream t-shakes and hot and iced tea. The t-bar concept was hailed at its launch as 'the future of tea', for its very contemporary interpretation of a very traditional beverage. dilmah t-bars around the world serve an extraordinary menu of boutique teas and tea based cocktails, mocktails and ice cream tea shakes. Dilmah Marketing Director, Dilhan C. Fernando, commented 'the t-bars present tea to a new and younger generation of tea drinker, entirely on their own terms not traditional tea, but tea with style. A choice of teas to suit every mood, every individual preference a Single Estate Ceylon for strength and character in your morning cup, a Queen of Tea cocktail to party with, or a Sencha with Chivas as a nightcap as you end the day. Gourmet tea made just the way you want, anytime of day or night.'Dilmah is the Sri Lankan family tea company founded by Merrill J. Fernando. Dilmah pioneered the concept of packing and branding tea at origin and is today offered to premium and gourmet tea drinkers in 92 countries around the world. Dilmah is noted for originating the concept of Single Origin Tea, and more recently single Region Tea.The t-series, featuring packaging designed for Dilmah by Sri Lankan designer Shanth Fernando, joins a list of ground breaking innovations from this family company. Merrill J. Fernando, founder of Dilmah, summarised the vision for Dilmah, and the motivation behind the brand's commitment to innovation, stating, 'Tea is a natural herb, presented to us by nature in an inspiring variety of colours, aromas and tastes which change with elevation, climate and soil. Our task is to pick, perfect and pack these teas and take them to the consumer with the same purity, the same variety, and the same quality as nature intended. That means perfecting the art of tasting, perfecting manufacturing practice and delivering teas as fresh and as rich in flavour and health-giving antioxidants as possible. In that exercise lies the future of our great tea industry. The industry faces a contradiction today Western brands have commoditised tea, but consumers want quality and they are prepared to pay for it. The t-series and t-bar are a genuine innovation in tea teas for a new generation offering style with substance.' Fernando is acknowledged by the tea industry as a champion of quality, Ceylon Tea. His introduction of a Single Origin concept, and faith in quality Ceylon Tea have helped generate consumer awareness of Ceylon Tea. and, whilst Rosanna Davison unveiled a Dilmah t-cocktail at the Trans Asia Hotel, not far away at the Sathutu Uyana children's park, the Merrill J. Fernando Charitable Foundation was hosting 'Pahan Tharuwa' (Ray of Light) an annual MJF event which brings 500 slum children to Colombo's Vihara Maha Devi Park for a 'day of joy', intended to bring light into the lives of abused, and severely under-privileged children. Pahan Tharuwa is part of a programme of assistance including vocational training, basic skills education and an AIDS awareness project.In a way, the two events embody the Dilmah philosophy. Since the inception of Dilmah, Fernando and his family have believed that the success of their brand was the result of a team effort of plantation workers, the quality of Ceylon Tea, the Dilmah team and every Sri Lankan-and through the Foundation, and its financial assistance towards estate schools, hospitals, creches, nutritional development, scholarships, and vocational training, they share the success of their brand, Dilmah. |
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