Fast forward to 2014, the team at the tea guide pondered how they could drum up business in the middle of August when the hustle and bustle of London is a bit quieter with people on holiday. This is where Afternoon Tea Week [ATW] came to the rescue, both to draw in more customers for the website and hotels as well as to commemorate the country’s love affair with teatime on a broader scale. “The idea is to celebrate afternoon tea through all of its forms,” Keith says. “A cream tea at home and afternoon tea at a posh hotel.” The special week, which is highly publicized on social media and in the press, involves promotions and discounts to upscale venues, fun-filled events with unique menus, and The Afternoon Tea Awards. The awards are produced by the ATW team and recognize tea venues that are considered to be the best in London. “So that people don’t think the awards are biased, we do not judge the venues personally,” Keith explains. “Established people within the industry visit the venues in disguise on two separate occasions. The judges look at the whole experience, from food and service to décor and attention to detail. The food is weighted heavily in scoring, but everything matters.”
The awards are announced in July prior to the national holiday and include best traditional, best contemporary, best themed, and certificates for highly commended afternoon teas. These distinctive honors serve as a “seal of approval” for the lucky places that receive them. Among Keith’s list of best-loved and award-winning tea venues in London are The Milestone Hotel, a favorite for traditional afternoon tea; Sketch, a picturesque pink oasis that provides a memorable teatime; and The Rosewood Hotel, where art and tea intersect in a gorgeous setting. “You may not be able to afford to stay at The Dorchester, but you can afford to experience it for the price of a cup of tea,” Keith jokingly remarks. “I’d say that afternoon tea is a bit of leisurely luxury that is somewhat affordable.”
Whether you’re privileged to savor copious cups of tea in grand hotels across the pond or if a simple teatime in the comfort of your living room is more feasible, it’s no secret that the joy of experiencing afternoon tea is universal and worth celebrating. We can graciously thank the British for that wonderful contribution to the world, and on August 11, we can raise our teacups high in honor of Afternoon Tea Week—and, perhaps, Keith Newton!
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