Markus Zbinden, the co-founder and CEO of AVANTCHA Tea, discusses how sustainability, innovation, and culinary integration are shaping the future of tea culture
Visionary, innovative, and detail-oriented, Markus Zbinden’s foray into luxury tea was no accident. In 2014, he combined his passion for high-quality tea with an entrepreneurial mindset to establish AVANTCHA Tea, redefining the tea experience by marrying traditional tea culture with a modern take. Since its inception, the brand has emerged as a pioneer in the industry, offering a holistic approach to tea, encompassing high-quality leaves, minimalist accessories, modern tea ceremonies, and educational programs that explore tea beyond mere refreshment.
Sustainability lies at the core of its philosophy.
From sourcing to packaging, every element is designed with ethical and eco-conscious principles that support both the environment and the communities involved in tea production. With over 100 organic-certified teas in its portfolio, the brand ensures a short, reliable, and 100% traceable supply chain while actively investing in the regions where it operates.
“We build strong relationships with tea gardens, working directly with producers to ensure the highest quality while promoting sustainable practices,” Zbinden explains. “This ensures transparency across our supply chain and helps us prioritise teas that meet organic and EU-certified standards. Where a garden isn’t certified as organic or is in conversion, we have our own AVANTCHA audit and accreditation called ‘Natural Farming,’ which strictly assesses each tea garden for organic principles. Every batch of tea we buy is also lab-tested.”
Beyond sourcing, AVANTCHA has taken significant strides in sustainable packaging. The company uses biodegradable silk tea bags made from natural, renewable sugar cane, which decompose within six months in commercial composting facilities. “We want to make sustainability a natural part of the tea experience,” he says, highlighting the brand’s mission to balance quality with environmental responsibility.
The brand’s vision extends beyond traditional tea service, integrating fine teas into the culinary world. By collaborating with top chefs, the brand has transformed tea into a versatile ingredient that enhances both savoury and sweet creations.
“At AVANTCHA, we work closely with top chefs to explore the creative potential of tea in gastronomy,” he shared. “A standout example is our partnership with Chef Reif Othman, who is celebrated for his innovative approach to cuisine. Together, we’ve crafted exceptional tea-infused delights at the AVANTCHA Tea Bar in Dubai, such as Japanese flour croissants, Earl Grey canelés, and our Genmaicha Crème Castella. These creations highlight how tea can enhance culinary experiences, blending artistry and flavour to delight our diners in unexpected ways.”
Beyond pastries, its teas have made their way into high-end pairings. At Smoked Room by Dani Garcia, premium Japanese teas such as Gyokuro are integrated into the menu, demonstrating the versatility of fine tea. “We’re also exploring a high-end partnership with a luxury caviar brand to develop tea-based specialty drinks, including sparkling oolongs and cold brew Platinum teas,” he added.
Tea-Based Mixology
As tea continues to gain prominence in the beverage industry, AVANTCHA is pioneering its role in mixology. At the AVANTCHA Tea Bar, zero-alcohol tea cocktails offer alcohol-free alternatives for both adventurous drinkers and tea connoisseurs.
“Our collaborations with mixologists have transformed tea into a key ingredient in innovative beverage creations,” he said. “With our partners like Giffard, we try to continuously push the boundaries of traditional mixology, creating unique cocktail and mocktail recipes that highlight tea’s versatility and diverse flavour profiles.”
Meeting the Demand for Health-Conscious Teas
With the rise of wellness-focused lifestyles, AVANTCHA has expanded its collection to include functional teas that offer both flavour and health benefits.
“We offer a range of teas designed to support wellness,” Zbinden noted. “For example, White Tea provides a gentle caffeine boost with delicate flavours, while Matcha combines antioxidants with sustained energy and focus. Oolong and Green Tea are also excellent alternatives to coffee, offering smooth, energising profiles that promote overall health. For those looking for caffeine-free options, our comprehensive herbal range features the purest botanicals: herbs, flowers, roots, and spices.”
By prioritising natural, minimally processed beverages, it’s well-positioned to meet the growing consumer preference for mindful, functional teas.
Overcoming Challenges in Sustainable Tea Sourcing
The path to sustainability in tea production is not without challenges. The availability of organically certified farms is limited, and transitioning traditional tea gardens to sustainable practices is complex. However, the brand remains committed to overcoming these hurdles.
“One challenge is the limited availability of organically certified farms and the difficulties in transitioning traditional tea gardens to sustainable practices,” he said. “We address this by partnering closely with producers, helping them adopt eco-friendly methods that align with our ‘Natural Farming’ standards when organic certification isn’t feasible.”
Through direct collaboration and education, it empowers tea farmers to embrace sustainability.
The Future
Looking ahead, AVANTCHA is set to further its presence in the luxury hospitality sector, where tea is becoming an integral part of experiences.
“We plan to deepen our collaborations with leading hospitality brands worldwide, focusing on creating exclusive tea collections and bespoke blends,” he revealed.
“Our goal is to expand our presence in Europe and Asia further, strengthening partnerships with high-end hotels and restaurants to solidify our position as a leader in modern tea culture.”
From tea-infused dishes in fine dining venues to curated tea selections in luxury hotel suites, the brand’s influence continues to grow and reach an ever-expanding audience.
