Hugo Tea Company

Every moment with tea is a learning moment. There's no room in a modern tea industry for opaqueness and empty platitudes. Our passion is to share tea in open, genuinely informative ways—not to talk past you.

We travel thousands of miles every year pursuing great tea. We've bought 100% of our tea leaves direct for nearly a decade, untangling the stubborn half-truths that pervade this industry and sharing the realities of tea farming. But this new American tea culture of objectivity and transparency is still second to tea defined by mythology and hype; wrapped in complex terminology and flowery narratives designed to impress, not inform. This is the trend we do battle against.

Tea is infinitely complex; and lacking many universal truths. There's nuance. The best way to enjoy tea is to come to the leaf with openness, objectivity (where allowed for), and to admit when we don't know something. We should challenge old truths and mystique marketing.