AVPA Announces 37 Gold Medal Winners | Coca-Cola India and Luxmi Tea Relaunch Honest Iced Tea | Sri Lanka Urges Smallholders to Increase Planting Density

HEAR THE HEADLINES – AVPA Announces 37 Teas of the World Gold Medal Winners | Coca-Cola India and Luxmi Tea Relaunch Honest Iced Tea | Sri Lanka Urges Smallholders to Increase Planting Density

| NEWSMAKER – Eduardo Alberto Molina Anfossi, Head of Tea Experience for P&T (Paper & Tea) Berlin

| FEATURED – Tea retailer Paper & Tea has emerged from the pandemic with renewed vigor, opening seven new stores in 2022, including their first retail location outside Germany. The Vienna store was a catalyst as the Berlin-based tea merchant has since opened airy storefronts in Zurich, Switzerland, Utrecht in the Netherlands, Bruges in Belgium, Copenhagen in Denmark, and soon in Oslo, Norway, with more to come. There are now 30 locations across Europe, 23 of which are in Germany. High ceilings and large windows have a captivating effect on passersby attracted to their brightly lit interiors, colorful displays, and a wide variety of fine teas to sample. Today, we are joined by Tea Sommelier Eduardo Molina, Head of Tea Experience for P&T, the man who is responsible for creating an alluring experience for every customer who visits.

P&T Experiential Retail Stores Entice the Passing Crowd – Tea is well suited to experiential retail, a type of physical retail marketing that offers customers experiences beyond browsing. Tea retailers worldwide are experimenting with sophisticated sampling, live music, art, interactive displays, video walls, and even making cameras available for customers to record and share experiences. Eduardo Molina, 37, is originally from Chile, a narrow coastal country whose people drink more tea than any country in South America. Eduardo embraced the tea-drinking culture, discovering his passion for tea working in hospitality at the Ritz Carlton Hotel in Santiago in 2007. He has since traveled extensively in the tea lands. “The culture and history of tea is fascinating,” he says. His special focus is training. “I love training people how to present, sell, and tell stories about tea,” says Eduardo. He has ten years of retail experience, including three years as the co-founder and tea sommelier of Adagio Teas in Chile. He taught at the Chilean Tea Academy and joined P&T in Berlin in May 2018 as product manager for new business development. As Head of Tea Experience, he is responsible for marketing the new properties and training staff. He leads the team that created the in-store experience at every location, including the company’s soon-to-open 31st store.

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