A Thirst for Quality

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The East India Company and Royal Albert Hall sign two-year tea deal

The East India Company and the Royal Albert Hall have signed a two-year sponsorship agreement starting from February 2016, which will see the company become the preferred tea supplier to the iconic London venue.

The partnership will include a carefully curated collection of fine loose teas that have been selected by The East India Company’s Tea Master, Lalith Lenadora. This will include a new and bespoke Royal Albert Hall afternoon black tea blend, as well as a selection of co-branded teas and biscuits.

Taking inspiration from the Hall’s vast range of events and award-nominated recent rebrand, the eclectic tea range is intended to mirror that diversity while blending the traditional and the modern – offering a variety of rare and fine loose teas, alongside all the familiar favourites.

The collaboration recalls an important historical link between the organisations, forged in 1851 when The East India Company played an instrumental part in the success of London’s Great Exhibition. The proceeds were used by the Royal Commission to establish institutions promoting the arts and sciences – one of them, the Royal Albert Hall.
Sanjiv Metha, Chairman of The East India Company said: “We are honoured to be collaborating with the Royal Albert Hall as their exclusive tea partner. The Royal Albert Hall today blends tradition with the finest in contemporary arts and music, and our joint heritage makes our partnership particularly compelling. We are proud that one of London’s most iconic afternoon tea spots – which first brewed up in 1921 – will now serve The East India Company teas.”

Philip Marshall, Director of Business Development at the Royal Albert Hall, said: “We are hugely excited to be announcing this partnership: The East India Company has the same sense of history, forward-looking philosophy and commitment to quality as the Hall, and together we shall make afternoon tea at the Royal Albert Hall an unforgettable experience.”