Our history
The story of La Via del Tè is a family story, which began in September 1961 with Alfredo Carrai and his wife Lalla, and is now carried on together with their children and grandchildren.
From the origins to the future: Alfredo’s journey into the world of tea
As a very young man, Alfredo embraced the challenge of bringing tea consumption and culture to Italy, where tea was still largely unknown. His curiosity and dedication led him to travel extensively across Asia in search of the rarest and finest teas.
Through countless challenges and in close contact with local producers, Alfredo discovered some of the finest teas from China and Darjeeling, Japanese shade-grown teas, and the prized white teas of Yunnan. These journeys, true adventure stories, laid the foundations of La Via del Tè’s philosophy: quality, knowledge, and authenticity.
More than sixty years later, the company remains family-run, led by Alfredo’s children and grandchildren, and guided by the same passion, curiosity, and love for tea that inspired its beginnings. Every cup reflects this story of dedication, taste, and culture, connecting past and present, family tradition and continuous innovation.
What is tea to me?
The fragrance of a faraway land, the echo of Ulysses’ journey, the longing of humankind...
Alfredo Carrai
1961
Alfredo and Lalla Carrai founded the company SNAKE TEA. They began importing tea from Sri Lanka: the start of a unique adventure.
1965
The company changes its name to SNAK. The first packages with the new name, designed by Lalla, replicate the original tea chests.
1976
First journey to China, where Alfredo begins importing teas and fine porcelain, discovering new cultures and flavours.
1986
The children join the company, bringing new energy, skills, and different perspectives to the business management.
1992
First imports from Japan, introducing refined teas such as Matcha, Sencha, and Gyokuro to Italy.
1996
The brand La Via del Tè is born with the launch of the first Teas of the World collection under the new label, bringing East and West together.
1997
The first La Via del Tè brand store opens in Florence in Piazza Ghiberti, bringing tea culture into Italian homes.
2004
Launch of Filtrofoglia, an innovative biodegradable tea bag with whole-leaf tea, combining sustainability and taste.
2007
The brand’s first exports abroad: Italian tea is conquering new markets and gaining new enthusiasts in Europe and around the world.
2011
50 years of La Via del Tè, a milestone celebrating passion and dedication. On this occasion, the Golden Jubilee line is launched.
2012
The eldest grandchildren join the company; launch of the Firenze collection, a tribute to the city and its artistic masterpieces.
2016
Opening of the first store in another Italian city: Turin, expanding the brand’s presence.
2018
Opening of the first Milan store in Brera, a landmark for tea and lifestyle enthusiasts.
2022
Launch of tea grown and produced in Italy, in the Lake Maggiore area. This marks the creation of the Assolo, Notturno, Aria and Sinfonia teas.
2023
The company opens to the public with training courses and seminars in our exclusive Tea School, a room equipped with 15 stations.
2024
Opening of the third boutique in Milan, on Via della Spiga, further brings tea culture to Italy’s major cities.
2026
Opening of the eighth La Via del Tè store in Rome, further expanding the brand’s presence.