Tea pairing at its best: the Saicho experience

Photo by Johnny Stephens

We spoke with Charlie and Natalie Winkworth-Smith, founders of Saicho, about the emerging interest in tea pairing in the hospitality industry and the vision of the company for the development of this innovative market segment.

T Hospitality: Do you consider yourselves pioneers in the tea–food pairing segment, or was your concept influenced by an existing culture or trend?

Charlie & Natalie Winkworth-Smith: We've been dedicated to developing sparkling tea as a sophisticated pairing option in fine dining for several years now. While tea has deep cultural roots in pairing traditions, particularly in Asian cultures, we've reimagined this through a British lens with our sparkling format. Our work with Michelin-starred chefs globally, including our collaboration with Tresind Studio, demonstrates how sparkling tea can complement a dining experience with the same complexity and intentionality as wine pairing. We've drawn inspiration from both sommelier culture and traditional tea ceremonies, creating something distinctive for modern hospitality.

TH: How do you position your products today as part of the tea category, or as premium alcohol-free alternatives for the hospitality market?

C&NW-S: We position Saicho as the world's finest sparkling tea, a category in its own right. While our teas naturally provide a sophisticated choice for guests who don't drink alcohol, our focus has evolved beyond the 'alcohol-free alternative' positioning. We are building a premium sparkling tea category that celebrates exceptional flavour, British craftsmanship, and moments of connection. Our presence in over 100 Michelin-starred restaurants across 20+ countries speaks to our standing as a luxury drink that deserves its place alongside fine wines, not simply as a replacement for them.

TH: Who do you see as your closest competitors today and what makes your offering different?

C&NW-S: The sparkling tea category is evolving, and we are pleased to be part of that development alongside other brands. What distinguishes Saicho is our deep commitment to the fine dining sector. We've focused specifically on creating teas with the complexity and sophistication needed for multi-course menus, building long-term partnerships with properties like The Peninsula, Four Seasons and Mandarin Oriental. Our single-origin approach, British craftsmanship, and collaborative work with chefs and sommeliers set us apart. We work as genuine partners with venues to craft exceptional guest experiences, rather than simply providing product.

TH: Do you believe tea–food pairing will remain a niche experience, or is it the beginning of a strong and scalable hospitality category in the GCC?

C&NW-S: The GCC market is uniquely positioned for tea-food pairing to become mainstream rather than niche. With the region's sophisticated hospitality sector, natural affinity for tea culture, and significant demand for premium options that don't involve alcohol, we are seeing genuine category growth. Our recent collaborations with properties like Atlantis The Royal and the response from guests and sommeliers suggests this is the beginning of a substantial movement. The market is ready. Guests are seeking refined experiences that honour the occasion without requiring alcohol, and venues are eager to offer them something truly special.

TH: How does demand for non-alcoholic options in the GCC differ from Europe and where do you feel your concept is better understood today?

C&NW-S: The GCC market approaches premium non-alcoholic options with perhaps greater sophistication and expectation than many European markets. In Europe, we are often still educating venues and guests about sparkling tea as a premium choice. In the GCC, there's immediate recognition of the value proposition. The hospitality industry here has long sought exceptional options that match their service standards. That said, our concept resonates across both markets, just differently. In Europe, we are celebrating choice and wellness. In the GCC, we are addressing a fundamental hospitality need with a premium solution. Both markets appreciate quality and craftsmanship, which is at our core.