T2 Tea
T2 Tea presentation
T2 Tea emerged from Melbourne in 1996 with a bold vision: to shake up conventional tea culture and make premium tea accessible, exciting, and visually stunning. Founded by Maryanne Shearer and Jan O’Connor, the brand transformed how people discover and experience tea, bringing vibrant energy to an age-old tradition. Today, T2 stands as a trusted source for premium matcha from Japan alongside an extensive collection of specialty teas.
A Heritage Rooted in Quality
What began as a single Melbourne storefront has grown into an international presence, yet T2’s commitment to sourcing exceptional tea remains unchanged. The brand works directly with tea gardens across Japan to bring authentic, ceremonial-grade matcha to tea enthusiasts worldwide. Each matcha variety undergoes rigorous quality checks to ensure the vibrant green color, smooth texture, and rich umami flavor that defines superior Japanese matcha.
Beyond Traditional Tea Retail
T2 reimagined the tea-buying experience through distinctive retail environments and thoughtful product presentation. Their matcha selection includes:
- Ceremonial-grade matcha for traditional tea ceremonies and mindful drinking
- Culinary matcha designed specifically for lattes, smoothies, and baking
- Matcha accessories including bamboo whisks, ceramic bowls, and measuring spoons
- Educational resources to help newcomers master matcha preparation
The brand’s modern packaging and detailed product descriptions make choosing the right matcha straightforward, whether you’re a seasoned practitioner or just beginning your matcha journey.
Commitment to the Complete Experience
T2 understands that great matcha requires more than just quality powder. Their curated selection of traditional tools ensures proper preparation, while their online resources guide customers through whisking techniques, water temperature, and serving suggestions. This holistic approach helps matcha drinkers achieve that perfect frothy consistency and balanced flavor profile.
With both physical stores and a robust online presence, T2 makes premium Japanese matcha available to customers across multiple countries. Their dedication to authenticity, quality, and education positions them as a reliable choice for anyone seeking genuine matcha experiences. Whether you’re preparing a traditional bowl of koicha or crafting a modern matcha latte, T2 provides the products and knowledge to do it right.
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Matcha produced by T2 Tea
T2 Tea offers a curated range of matcha (finely ground green tea powder) products that showcase their commitment to quality and authentic Japanese tea traditions. Their flagship offering is the Ceremonial Grade Matcha, which delivers fresh, grassy, umami flavors with a full-bodied profile. This premium grade matcha undergoes traditional processing methods, being shaded for 3 weeks before picking and then stone-ground to achieve the finest powder consistency.
The company also features Organic Matcha, which presents vegetal and sweet notes while providing sustained energy through the synergistic effects of caffeine and L-theanine. This natural combination offers a balanced energy boost without the typical caffeine crash associated with other stimulants.
T2 Tea emphasizes their use of whole leaves rather than dust and fannings commonly found in lower-quality teas, aiming to deliver more nuanced and complex flavor profiles. The company claims to work directly with suppliers and craft their blends through multiple rounds of sampling to ensure consistency and quality.
However, customer reviews present a mixed perspective on T2’s matcha quality. While some customers praise the flavor and quality, others have expressed disappointment, with some citing medicinal or artificial taste notes. This variance in customer experience highlights the subjective nature of matcha appreciation and raises questions about quality control consistency across batches.
History of T2 Tea
T2 Tea emerged from Melbourne’s vibrant coffee culture in 1996, when founders Maryanne Shearer and Jan O’Connor envisioned a radical departure from traditional tea experiences. Their first store in Fitzroy challenged conventions with pink ceilings and walls adorned with Chinese newspapers, signaling what they called a “tea revolution.”
Global Expansion and Corporate Evolution
The company’s growth trajectory proved remarkable, rapidly establishing presence across Australia, Singapore, and New Zealand. By 2013, T2 operated over 40 stores worldwide, attracting the attention of global giant Unilever, who recognized the brand’s potential and acquired it for A$60 million.
The corporate landscape shifted again in 2022 when Unilever divested its tea business to CVC Capital Partners, placing T2 under the Lipton Teas and Infusions umbrella. However, 2023 marked a strategic pivot as T2 announced the closure of all Northern Hemisphere operations, refocusing on core markets closer to home.
Tea Philosophy and Quality Standards
T2’s approach centers on ethically sourced, certified organic tea using whole leaves rather than dust and fannings common in lower-quality products. The company works directly with suppliers, crafting blends through multiple sampling rounds to achieve complex flavor profiles.
Matcha Specialization
T2’s matcha offerings include Ceremonial Grade Matcha from Shizuoka prefecture, Japan, featuring fresh, grassy, umami (savory) flavors. Their Organic Matcha promises sustained energy through the synergistic effects of caffeine and L-theanine. The ceremonial grade undergoes traditional processing, including three weeks of shading before picking and stone-grinding methods.
Ethical Commitment and Certification
T2 achieved B Corp certification in 2020, joining companies committed to putting people and planet first. The brand adheres to SMETA and BSCI standards, ensuring fair labor practices, safe working conditions, and environmental responsibility throughout their supply chain.
5 events from T2 Tea's history
January 1996
T2 Tea Founded in Melbourne
Maryanne Shearer and Jan O’Connor established T2 Tea in Melbourne, Australia, with their first store in Fitzroy featuring distinctive pink ceilings and Chinese newspaper-adorned walls, marking the beginning of their ‘tea revolution’ concept.
January 2013
Unilever Acquisition for A$60 Million
Global consumer goods giant Unilever acquired T2 Tea for A$60 million when the brand had expanded to over 40 stores worldwide across Australia, Singapore, and New Zealand, recognizing its potential for global expansion.
January 2020
B Corp Certification Achievement
T2 Tea achieved B Corp certification, joining a global community of companies committed to putting people and planet first, demonstrating their dedication to ethical business practices and environmental responsibility.
January 2022
Transfer to CVC Capital Partners
Unilever divested a significant portion of its tea business to CVC Capital Partners, placing T2 Tea under the umbrella of Lipton Teas and Infusions as part of a major corporate restructuring in the global tea industry.
January 2023
Northern Hemisphere Operations Closure
T2 Tea announced the strategic closure of all Northern Hemisphere operations, choosing to refocus on core markets closer to home in Australia, Singapore, and New Zealand, marking a significant shift in their global expansion strategy.
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