Hyleys has successfully harmonized British tea traditions, celebrated for their refinement and structure, with the warm, family-oriented experience of Georgian tea. Recently recognized once again with the prestigious Golden Brand award in the “Tea” category, the brand’s achievement underscores not just success but the trust and loyalty it has cultivated over years in a market with a deeply rooted tea culture.
Thank you for reading this post, don't forget to subscribe!Koba Metreveli, Director of Everest 2010, the distribution company that imports Hyleys tea to Georgia, says this recognition reflects the brand’s dedication to premium quality and its ongoing commitment to Georgian consumers.
Q. What does receiving the Golden Brand award again mean for Hyleys and your team in the Georgian market?
A. For Hyleys, winning the Golden Brand award once more is a symbol of continued trust. It is especially meaningful to be recognized in a market where tea culture is historically rich. For our team, it confirms that years of dedication to quality and assortment are valued by consumers. This award reinforces our responsibility to maintain and honor that trust every day.
Q. What factors do you believe have contributed to Hyleys’ popularity and consumer trust in Georgia?
A. Our popularity in Georgia is the result of consistent, long-term development. Key factors include the stability of our product quality – consumers know exactly what to expect in each package. Additionally, our diverse assortment of flavors and formats allows customers to find their perfect tea, catering to individual tastes and preferences.
Q. How has Hyleys successfully combined British tea tradition with Georgian taste?
A. Georgian tea culture is deeply varied – tea is more than a beverage; it is a cultural experience. Hyleys harmonized British tea traditions, known for refinement and structure, with the warm, family-oriented experience of Georgian tea. We aimed not to alter the culture, but to enhance it with high-quality leaves, refined taste and variety. The result is a balanced product that respects its identity while fitting seamlessly into local preferences.
Q. How does Hyleys respond to the growing demand for health-oriented products?
A. Consumers are increasingly seeking tea with functional benefits, whether for relaxation, energy, or overall wellness. Hyleys addresses this through a diverse assortment, including classic, herbal and flavored teas. Our focus on natural ingredients and balanced taste ensures that tea is both enjoyable and beneficial, helping it become part of daily wellness routines.
Q. Which collections or flavors are particularly popular among Georgian consumers?
A. The classic black teas from our Aristocratic collection remain daily favorites. Flavored options, especially fruit and bergamot varieties, are also gaining popularity, as is Earl Grey. Customers often select teas to match different situations and this variety is a key strength of Hyleys.
Q. How has Hyleys’ assortment evolved in Georgia in recent years?
A. Our range has expanded significantly. While we initially focused on classic teas, we now offer a wide variety of flavors, aromas and functional benefits. We continuously monitor market trends to introduce innovations that integrate organically into daily routines, enriching existing choices rather than simply adding new products.
Q. What standards and processes does Hyleys follow to maintain high product quality?
A. Quality starts with raw materials and extends through packaging. We prioritize selecting and processing premium tea leaves, with quality control at every stage. Consistency in taste, aroma and overall experience builds long-term consumer trust, which remains central to our brand.
Q. Which Hyleys tea do you recommend for an energetic start to the day?
A. For an energizing morning, classic black tea is ideal, offering a rich yet balanced flavor. Our Aristocratic Black Tea and Favorite Collection’s brewing teas are concentrated yet simple, perfect for anyone needing a strong start to their day.
Q. How can different Hyleys teas fit various times of day?
A. Mornings: black teas for energy and focus.
Afternoons: lighter, aromatic teas, such as fruit or bergamot varieties.
Evenings: calming herbal or lightly flavored teas, like mint or jasmine green teas, to relax and wind down.
Q. What are Hyleys’ plans for the Georgian market?
A. Georgia remains a key market and we are committed to its growth. We aim to strengthen our position, expand our assortment with new flavors and innovative products and continue initiatives both online and in stores. Every new introduction will uphold the principles that drive us: quality, variety and close consumer engagement.
