Kusmi Tea

TRAINING BOOK
A European history since1867
1867
St-Petersburg
1880
St-Petersburg
Pavel Michailovitch
Kousmischoff creates the
P.M Kousmischoff tea house
Pavel creates Bouquet of
Flowers N°108 that
soon becomes the tzars’s
favourite blend.
End of the 19th century
Russia
The Kousmischoff tea house
ème s.
Finone
du 19
is
of the
main tea
house with shops all over Russia
It’s Pavel himself who created
the exclusive blends
recipes (= orthodox teas +
scents of bergamot and citrus
fruits), which are kept
secret since their
creation
2
A European history since1867
1907
London
1917
Paris
Pavel’s eldest son,
Viatcheslav, is sent to
London, where he becomes
a master tea blender. The
following year, Pavel dies.
Viatcheslav goes back to Russia
and successfully takes over the
running of the business.
Running away from the
russian revolution, the
family moves to Paris and opens
the Maison Kusmi-Thé in a
workshop avenue Niel,
the brand’s historic first address.
The Interwar Period
The domestic business continues
Fintodu
19èmealls.across the world,
grow
opening shops in very
prestigious places (New York,
Constantinople, Hamburg and
Berlin, where Viatcheslav
decides to move).
3
A European history since1867
1946
Paris
1972
Paris
Viatcheslav dies
leaving his son
Constantin to take over a
family business much
weakened by the 2nd
world war
Constantin sells the
domestic business to a
Parisian couple, whose
managing talents are not
much more developed.
Constantin is an artist and a
tea lover. He wins
several awards for
Kusmi teas.
Unfortunately, he does not
have the same business
acumen as his father nor
grandfather.
2003
Paris
The tea house only has a few
clients left, the truly
faithful ones who are
going to the workshop
avenue Niel almost as a
pilgrimage to buy Kusmi
exclusive blends.
u 19ème s.
4
2003, a Renaissance for Kusmi Tea
The maison Kusmi – Thé is bought by Sylvain Orebi, and his brother Claude in 2003.
Coming from a long line of traders specialised in coffee & cocoa, it is very naturally that the
Orebi brothers were led to tea.
They took up the challenge to carry on the tradition of the Kousmischoff family and
bring Kusmi back into the limelight.
5
How to explain Kusmi Tea revival ?
Very attractive colorful
packagings with a modernmodern-
A communication
centred on beauty /
fashion/people …
baroque style
Development of
pretsigious
partnership :
High level of quality and
know - how
Festival de Cannes, Fashion
Week …
New recipes and
Launch of a wellness
Brand communication on
social networks
products line
Moderniization
Democratisation
of the tea image
of high qualitative teas
Product name
understandable in every
langages
6
A few figures about tea…
• After water, tea is the most consumed drink in
the world.
•
3 million tonnes
•
36 000 cups
are produced each year.
of tea are drunk every second.
16
What is tea?
Tea is a stimulating drink, obtained by brewing the leaves of the tea plant.
what?
The tea plant belongs to the family of Camellia sinensis
(literally Chinese camellia).
It is an evergreen shrub (= the leaves do not fall in
winter) and has small white flowers.
WHERE?
The plant grows in tropical regions
(high humidity, lots of sunlight).
HOW?
The leaves are mainly handhand-picked.
17
5 main tea producing countries
China
+ 50% of worldwide
production*
India (Assam and Darjeeling regions)
Sri Lanka (Ceylon)
Kenya
Turkey
* Source: FAO (Food and Agriculture Organization of the United Nations) – 18/02/2008
18
4 types of tea depending on the treatment
Of the leaves after picking
White tea
Green tea
Oolong tea
Black Tea
Unfermented
Very lightly fermented
Partly fermented
Fermented
Also called “blue green
tea”
Classified according to
the size and grade of
leaves
The most
delicate/rarest tea
Mainly produced in
China
Only the first leaf is
harvested
Classified according to
the shape of leaves
Around 20% of
worldwide
production*
Only harvested for a
few days each year
Falls between green tea
and black tea (light scent
of green tea and delicate
flavour of black tea)
Around 80% of
worldwide production*
Only produced in China
and Taiwan (Formosa)
No specific
classification
* Source: M. Edeas, Les secrets de santé du thé – Editions Alpen
20
2 criteria for the classification of black teas
Size of the leaves
Grade of the leaves
Corresponds to the part of the tea plant from which the leaves
are cut. These are called teas of origin
Full leaves
Broken/ smaller leaves:
Broken – fuller-flavoured and darker
coloured brew than with full leaves
Crushed leaves:
Fannings – small pieces of leaves
Dust leaves:
Dust – the smallest pieces of leaves
Several types of harvest depending on the quality
sought:
The younger the shoot
(plenty of buds), the
greater the quality of the
tea and it is more likely
to have the classification
letters FOP and BOP
before it.
Example: Ceylon FTGFOP
Finest Tippy Golden
Flowery Orange Pekoe)
NB: “Orange” is a tribute by the first European importers of tea (the Dutch) to their
royal family, the Orange-Nassau.
“Pekoe” means “fine down” in Chinese
20
Classification of green teas according to the shape of
leaves
Leaves rolled into small pellets
Gunpowder
Full flat leaves
Sencha
Long rolled leaves
Chun Mee
Manufactured teas
(twisted, sculpted or powdered leaves)
Liquid Jade / Matcha
21
6 stages in the preparation of
different types of tea
2
1
picking
Mainly by hand
Up to 4 times a
year
Several types of
harvest
withering
Dehydration of
leaves to make
them more
malleable
3
4
rolling
5
Fermentation
(oxidation)
Stage which
By hand
differentiates
Gives the leaf its
black teas from
final shape
green teas
The cells break
Oxidation of
up and release
tea (black
essential oils which
colour) by
act during
absorbing
fermentation
oxygen
6
drying
Drying leaves
which prevents
fermentation at the
desired moment
sifting
Separation of
leaves according to
their size or grade
using a sieve (full ,
broken and
crushed leaves)
White tea
Green tea
Oolong tea
short
Black tea
long
22
tasting
Temperatures and brewing times
Black teas
85/90°C
3 - 4‘
Green teas
75/80°C
3 - 4‘
White teas
70/80°C
7 - 15‘
Required quantity of tea
For 1 cup of tea: 1 teaspoon of loose
tea or 1 tea bag
Tip
How to decaffeinate tea yourself
• Brew tea leaves for 1 minute in simmering water.
• Throw this first brew away and then pour new
water on the tea leaves.
• Allow the tea to brew as normal.
23
Tea, a natural stimulant
A real ally for good health
Just like coffee, tea contains caffeine,
called theine.
Helps you stay attentive
Diuretic properties
Cardiovascular stimulant
Theine spreads slowly in the body (6 to 8
hours vs 2 to 3 hours for caffeine) and is a
gentle stimulant
Sources: Passeport Santé
24
Tea, a real ally for good health
Tea has antioxidant properties, meaning that it contains
molecules, called polyphenols, which can fight off the damage
caused by free radicals.
Poor diet, pollution, stress, tobacco, alcohol, sun rays, medicines, etc.
speed up the production of free radicals in the body.
Antioxidant content
-
+
misconceptions
•While green tea contains no calories, it does not make you lose weight; however, its diuretic
action helps to eliminate toxins.
•The bitterness of tea does not come from theine but from tannins.
25
What is mate?
what?
Mate is a tonic infusion that has been consumed for
millennia by the indigenous people of South America
for its stimulant properties and sweet taste.
The plant used (yerba mate), sometimes called
“Paraguay tea” or “Brazil tea” is a species from the holly
family.
How to prepare it:
Mate is traditionally prepared in a hollow calabash, then
sucked up using a large metal straw, called a bombilla.
Known benefits:
-Refreshing
Refreshing and stimulating effect due to mateine
-Known for its diuretic properties
-Rich in antioxidants
-Helps to fight mental and physical fatigue
-Helps concentration
85/90°C
3-4’
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What is rooibos?
What?
Rooibos, from the acacia family, is also called
“red tea” due to the colour of its infusion.
Aside from how it is prepared and consumed, it has
nothing in common with tea.
ORIGIN
Rooibos is a bush with needle-like leaves which
grows exclusively in South Africa. Consumed
locally for more than 300 years, it has become the
South African national drink.
Distinctive features?
It does not contain caffeine, so it can be drunk all
day long. It is strongly recommended to people
sensitive to tea (like old people, pregnant women
and children).
90/95°C
3-4’
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Kusmi style: modern baroque
Each tea now has a colour, and
together all the boxes create a
multicolour range giving the brand its
identity.
The boxes have maintained the
original baroque style, based on
the view of St Petersburg (St
Isaac’s Cathedral reflected in the Neva),
drawn in silhouette by Pavel at the end of
the nineteenth century.
taste for excellence
The chairman of Kusmi Tea, Sylvain Orebi, is also the “nose”
nose” of the company. All Kusmi teas share the same
hallmarks with flavours added to create a range full of finesse.
•
Origin
Top quality full leaves imported from producer countries such
as China, India and Ceylon (Sri Lanka).
•
Blends
Longstanding expertise lies behind the creation of exclusive
blends using Pavel Kousmichoff’s original recipes.
•
Flavourings
Flavoured blends with the most subtle essences such as vanilla
from Madagascar, bergamot from Calabria and fruits and
flowers from Grasse.
•
French production
Our teas are “Made in France” and produced in our workshop in
Le Havre.
Flavourings are made traditionally, measured by hand, using the
company’s recipes.
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Packaging and sizes
• Varieties
More than 80 varieties of teas (black, green, white) and rooibos
• Packaging
tea is available in loose leaves or in tea bags of cotton muslin sewn
traditionally. Kusmi Tea tea bags contain full leaves, maintaining all the
delicateness of the flavour.
• Sizes
Loose
Metal box 125g
Metal box 250g
Case of 20 tea bags
Case of 50 wrapped tea
bags
32
A COMPLETE RANGE OF 6 FAMILIES OF TEA
Exclusive blends
Classic blends
Wellness blends
Russian blends with a black tea base
and citrus fruits
Blends of teas of origin (teas from
China, India (Assam and Darjeeling),
and Ceylon)
Range of teas for wellbeing,
infusions, decaffeinated teas and
rooibos
Flavoured black teas
Flavoured green teas
Classic teas
Chinese black tea base
+ 1 or 2 flavour(s)
Chinese green tea base
+ 1 or 2 flavour(s)
Teas from China, Ceylon,
India or Japan
33
Russian blends
Created by the founder of Kusmi Tea,
Pavel Kousmichoff, the secret recipes of
the original russian blends are a
subtle combination or teas of origin
carefully selected and flavours based
on earl grey and citrus fruit.
Anastasia and Prince Vladimir are
Kusmi’s exclusive signature blends.
(Respectively the 2nd and 3rd bestsellers)
Kusmi’s Russian blends
Anastasia, Prince Vladimir, Bouquet of Flowers No. 108, Earl Grey Polish Blend, Kashmir Tchai,
St. Petersburg, Samovar, Christmas Tea, Traktir, Troika, Zoubrovka, Imperial Label.
Some exclusive blends (black tea base) have been adapted to a green tea base such as the Green
Bouquet, Green St. Peterburg, Green Christmas Tea and Green Zoubrovka.
34
The wellness range, unique blends
In 2007, Kusmi Tea broke new ground by combining high quality teas and ingredients with known health benefits.
DETOX was the result, a perfect blend for the body and soul, which quickly became a BESTSELLER for the
company.
Each blend has been created based on ingredients carefully selected for their health benefits:
DETOX
Delicious blend of mate, green
tea and lemongrass, perfect for
the body and the mind
SWEET LOVE
An exquisite blend of black tea,
spices, guarana, pink pepper and
liquorice that awake the senses
BE COOL
Soothing, balanced blend of
plants, liquorice, verbena and
mint for relaxation
ALGOTEA
Refreshing blend of green
tea, mint and seaweed
which strengthens and
replenishes minerals
BOOST
Surprising blend of mate, green
tea, cinnamon, ginger and
cardamom which naturally
stimulates the body and soul
EUPHORIA
Exhilarating blend of grilled
mate with a chocolate and
orange flavour for a moment of
pure joy
35
Iced teas by Kusmi Tea
A “frosted” box brings together a selection of the12 best flavoured teas
for chilled tea and unveils its secret for making a delicious drink in
5 minutes flat.
How to make an easy iced tea?
•
Allow 2 tea bags or 2 heaped teaspoons of loose tea to
brew for 3-4 minutes in a ¼ litre of simmering water.
•
Pour the infusion obtained into a 1 litre jug ¾ filled
with ice cubes and mix.
SELECTION:
Detox, Anastasia, Boost, Genmaicha, Imperial Label, Kashmir Tchai, Strawberry Green Tea,
Ginger Lemon Green Tea, Green Tea with Nana Mint, Sweet Love, Be Cool, Rose Green Tea.
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Tins and assortments of wrapped
Tea bags
Kusmi Essentials
12 bestsellers
Kusmi Wellness teas
6 creations from the Wellness
Range
Kusmi Iced Teas
A selection of 12 Kusmi teas,
particularly tasty when drunk
as frappes in the summer +
recipes
I Love My Detox
24 Detox tea bags
Assortments of 24 tea bags
45 tea bag presentation box
2 choices to select from:
- Classics and orthodox teas
- The Kusmi Selection
100 tea bag presentation box
Kusmi XL selection
bestsellers (black teas , green
teas and wellness teas)
Luxury lacqued
Wood box -100 tea bag
9 Kusmi bestsellers (black tea,
green teas and wellness teas) in
a box in lacquered wood.
Other assortments
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Mini-tin assortments
Box with 5 miniatures and tea infuser
Selection of 5 miniatures
6 different assortments
The Collection Box
15 miniatures and a box of 100 paper tea filters
Kusmi Tea’s best creations in miniatures,
together in an elegant box
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Kusmi Tea Best Sales
(All sizes taken together)
Sweet Love
1
2
3
Detox
Anastasia
Prince Vladimir
Euphoria
Spearmint
green tea
Be Cool
Boost
Kashmir Tchai
Ginger - lemon
green tea
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