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Tue 12 Feb 2008 04:00 AM

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Tea gets updated image

Tea specialists Dilmah hosted a tea appreciation afternoon to celebrate the launch in January of its new t-Series boutique teas in the region.

Tea specialists Dilmah hosted a tea appreciation afternoon to celebrate the launch in January of its new t-Series boutique teas in the region.

The teas were tasted and explained at the event, which marked Dilmah's first step in its campaign to bring "real tea" to discerning tea drinkers in Dubai.

The new range of teas includes rare and limited edition teas, as well as gourmet black, green, white and herbal teas.

"The t-Series is a twenty-first century tea. We're not trying to trivilaise the history of tea with a new style but instead target a younger audience and educate them about tea," said Dilhan Fernando, marketing director, MJF Group (Dilmah).

He added that he believes tea needs an image overhaul in the mind of consumers.

"The drink has potent relevance to a twenty-first century lifestyle as it is a panacea with therapeutic benefits against diabetes, stress and even cancer due to its powerful anti-oxidant properties," he explained.

"We have seen - as an industry - a 20-30% growth in fine tea sales," he added.

"With the growth of the coffee industry, tea lost its steam somewhat, but now it is becoming a cool beverage to hang out with," said Vivette Anklesaria, brand representative for Dilmah.

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