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Authoritative web copy to build a well-known consumer brand

Background Twinings website was several years old. It needed updating – and it needed fresh text in a briefer, punchier format.

The challenge was to immerse myself in the history of tea, and reinterpret it for a contemporary market without losing Twinings traditional customers. It was great fun: long days and dark nights fuelled by lapsang souchong.

The redesign by Alchemy Digital is superbly clear. They made it easy to navigate what is by far the best and most comprehensive site on the web on the history and world of tea. I know because I've read them all!

My contributions were History & Tradition, World of Tea, Stay Healthy,and the Glossary.

 
Packets of Twinings tea
opening quotation marks [Extract from World of Tea]

Billy tea

"…and he sang as he looked at his old billy boiling, Who'll come a-waltzing Matilda with me?"

Early Australian settlers brewed their tea in a billy. They made it this way out of necessity – modern Australians do it simply because they love it.

A billy is a metal can with a wire handle. You fill your billy with water, and suspend it over a fire. When the water boils, you remove the can from the fire, add a handful of tea leaves, then leave it to brew for a few minutes.

Now comes the clever bit. To get the tea leaves to sink to the bottom, you swing the billy back and forth at arm's length. You need a wide, purposeful swing. A hesitant action just gives you a painful scalding.

Finally the tea is poured into metal mugs. For a modern effect you can add milk and sugar, although it's unlikely the early settlers had access to either.

A variation is to add a few scented eucalyptus leaves with the tea.


[Extract from History & Tradition]

Private trade

The East India Company rewarded its crews according to results. If no tea was landed, no one got paid. And if a sailor was shipwrecked on some foreign shore…well, that was tough.

Bringing home the cargo was everything. Commitment to that goal was reinforced by allowing officers a small volume of ‘private trade’. Private trade was cargo that the officers could buy and sell on their own behalf. The goods had to be non-perishable because they were stowed in the lower parts of the ship, below the level where it was safe to store tea.

Officers extracted maximum value from their private trade allowance by importing fine Chinese porcelain. It was a product that was of great value and in great demand.

The smuggling conspiracy

Taxation and smuggling go hand-in-hand. The higher the tax, the greater the profits from evasion. And so it was with tea in eighteenth-century Britain.

No one knows how much tea was imported illegally. Landing a boatload of tea on some deserted shoreline was an easy way to make a quick profit – so easy that whole communities became involved in the trade.

Most smuggled tea originated in the Netherlands. A single trip across the North Sea could net a fortune that was big enough to share round – indeed it had to be, to buy the silence of everyone involved.

closing quotation marks
 
 
 
 
  © R Twining and Company Limited 2001


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