This text is part of the special Pleasures notebook
The Quebec tea flagship is celebrating a quarter of a century of existence this year. A period during which Camellia Sinensis succeeded in democratizing the abundant world of tea, but also in surprising us with numerous innovations and collaborations.
To think that it all started with the discovery of Asian tea rooms in Prague. At the end of this trip, Hugo Americi brought back with him a passion which led him to open a first small establishment in 1998 and to join forces with three partners who with him revolutionized a market in which it did not exist at that time nothing other than the industrial Salada on one side, and Mariage or Kusmi teas on the other.
“We immediately enjoyed success thanks to Quebecers, who are hungry for epicurean experiences. This particularity has always served us until today” indicates Kevin Gascoyne, one of the members of this quartet who travels every year through Asia, India and Africa to find the most interesting teas and bring back some. small batches in Quebec.
“The world of tea is as vast as that of wine,” confirms Kevin. Depending on the terroir, the choice of plants, climatic variables, the know-how of the artisans and the way in which they are prepared, teas offer a myriad of characteristics and tastes. » Since their beginnings, the owners of Camellia Sinensis have tested more than 17,000 tea samples to offer, season after season, a selection of 200 to their clientele, made up of aficionados as well as students and professionals. restaurants.
Democratize and surprise
Over time, the Camellia Sinensis brand has established itself in three boutiques and 2,000 points of sale, in addition to having trained thousands of people in the art of serving and tasting tea in its two schools. It also now processes 50 tonnes of tea per year. A tour de force which is not unrelated to the mission the company has given itself: to make quality tea accessible to everyone… and in all forms!
Indeed, we can no longer count the surprises this house has in store for us. Reference book acclaimed throughout the world; discovery sets; creation in 2018 of the Tea Studio, a homemade tea laboratory in India; unusual recipes (from ice pops to matcha pancakes); innovative products such as an organic syrup for the respiratory tract (in collaboration with Herboristerie La Maria), or Lord Sinensis, a Wulong ale made with the Dunham brewery. There is no fear in this house.
However, what about the customers? Is she more attracted by new things or does she remain faithful to the classics? “I would tell you that currently, Japanese green teas, white teas, Oolong teas (halfway between green teas and black teas) from the mountains of Taiwan and China, Darjeeling teas from the Himalayas and from Nepal, aged teas and, finally, our herbal teas are very popular,” says Kevin Gascoyne, who takes us to the other side of the world in one sentence. And the adventure has only just begun…
This content was produced by the Special Publications team at Duty, relating to marketing. The writing of the Duty did not take part.