Skip to main content

Why this popular coffee brand is going all in on matcha

Why is matcha becoming so popular?

Verve Coffee Roasters Matcha
Verve Coffee Roasters / Verve Coffee Roasters

Matcha, made from young green tea leaves ground into a powdered form, has been used in Japanese culture for years. However, the matcha market has recently expanded as coffee and tea lovers discover this bright green tea’s fantastic taste and health benefits. According to Global Newswire, the matcha market is expected to grow to about $5 billion by 2028, growing annually at a Compound Annual Growth Rate (CAGR) of 10.3%.

Popular coffee brand Verve Coffee Roasters is going “all in” on matcha in 2025. For the first time, Verve has unveiled its own ceremonial-grade matcha—called Verve Matcha. Thoughtfully sourced, this bright, earthy matcha delivers balanced energy and harmony with every sip. But what are the driving factors behind the recent interest in matcha? I interviewed CEO and co-founder Colby Barr, who shared more about how the brand has gone all in on the matcha trend.

Recommended Videos

Why the matcha trend is on the rise

Matcha
Matcha & CO / Unsplash

“The recent rise in matcha can be attributed to several factors, from its enduring history and impressive health benefits to its increasing visibility on social media,” Barr said.

Health benefits of matcha

“Rich in antioxidants, known for promoting wellness, and offering even, sustained energy, matcha has gained popularity among coffee and non-coffee drinkers,” Barr said. In an era of health and caffeine consciousness, Barr said Verve has “embraced matcha to the fullest.”

For Verve, hopping on the “matcha trend” means keeping pace with evolving customer tastes and helping to shape them. The brand hopes to craft the future of coffee (and matcha), reflecting its dedication to developing products that meet the diverse preferences of “today’s mindful consumers while upholding and elevating [its] commitment to quality, craft, and innovation.”

Visual appeal and versatility

In addition to its health benefits, Barr shared that matcha’s vibrant green color and visually appealing presentation also make it perfect for “Instagrammable” content. “Creators often showcase their favorite matcha drinks and creative at-home recipes. The nuanced flavors of matcha, with its smooth umami richness and delicate sweetness, add to its growing appeal,” said Barr.

“Like good coffee, the complexity of matcha makes a great medium for a wide range of beverages. Matcha’s rich history also carries a deep cultural significance that has withstood the test of time. This connection to ancient practices and its role in promoting mindfulness adds a layer of allure for modern consumers seeking more than just a ‘drink’ but a meaningful experience.”

Swapping matcha for coffee

Matcha latte
ROMAN ODINTSOV / Pexels

Verve Coffee Roasters first brainstormed the idea for matcha beverages in cafes with an “a-ha” moment.

“Why can’t many of our beverages be made with matcha? Why should it be limited to lattes? By expanding [our] menu, [we made it so that guests] can choose how [they] want to experience the matcha itself, the same way we experience coffee,” Barr said. “We love offering a varied and nuanced flavor experience, and matcha is a fun, vibrant experience for all palettes. Like coffee, different preparations bring out different characteristics of matcha and appeal to different consumers. We love the calming, focused energy matcha provides and that it’s packed with antioxidants.”.

“The best part is that it can be shared with coffee lovers. I like a pour-over in the morning, and now, in the afternoon, instead of a cappuccino, I find myself gravitating toward one of our matcha drinks. It’s a classic win-win situation that I hope everyone will get a chance to enjoy,” Barr says. Plus, many are switching to matcha, as it caters to those who may avoid it due to dietary preferences or caffeine sensitivities.”

Staying ahead of the matcha curve

Verve Coffee Roasters Matcha
Verve Coffee Roasters / Verve Coffee Roasters

In addition to Verve Coffee Roaster’s California locations, the brand has several cafes throughout Japan. Barr shared how Verve looks globally to stay ahead of the curve in the U.S. when it comes to trending flavors, product designs, and beverages:

“Verve is always looking globally for inspiration, and our presence in Japan has been a key influence in shaping our point of view. Japan’s hyper-intentional coffee, tea, food culture, and excellent execution of craft and design provide ongoing invaluable insight,” said Barr. Verve Coffee Roasters has recently launched the Dwell Dripper, inspired by Japanese single-use brewers.

“[Our] idea for Verve Matcha was sparked by the desire to bring our customers a high-quality, thoughtfully crafted matcha experience the Verve way. Matcha has deep roots in Japanese tradition, and we wanted to offer something authentic yet modern—aligning with our commitment to quality and our passion for innovation. Offering a thoughtfully curated, full matcha menu allows us to offer a multi-dimensional view and experience, highlighting matcha’s beauty and versatility through thoughtful preparation and exciting new flavor combinations crafted to meet a range of customer taste preferences.”

Emily Caldwell
Emily is a freelance journalist with a focus on food, travel, health, and fitness content. She loves to travel to new…
Cold brew lovers, Peet’s just launched a first-ever coffee pass
Peet’s Coffee introduces pass for endless cold brew refills
Cold brew coffee

Peet's Coffee, a popular coffee chain with over 250 locations in 13 states, has just launched every cold brew lover's dream: The Cold Brew Pass. Available exclusively through the Peet's Coffee app, this Cold Brew Pass provides daily access to handcrafted cold brew coffee starting September 1st, 2025. Valid for 30 consecutive days once activated, the Cold Brew Pass is the perfect way to celebrate National Coffee Day on September 29.

Priced at only $30 for a 30-day use, Cold Brew Pass holders can enjoy a medium cold brew every day for 30 consecutive days. Coffee drinkers must redeem every day or it disappears (no roll-overs), giving coffee drinkers an incentive to go fetch their daily cold brew (and to get their caffeine fix). The Cold Brew Pass can only be redeemed at participating Peet's coffee bars nationwide and is only available for purchase through the app (no in-store sales).

Read more
The unwritten cappuccino rule in Italy every tourist should know
Why Italians consider the cappuccino a morning-only drink
cappuccino

The unspoken rules of coffee in Italy are hard to navigate as a tourist -- and I learned that the hard way. During a recent trip to Italy, I discovered that Italian coffee culture is quite different than coffee culture in the U.S. In the U.S., no one questions you if you order a cappuccino at Starbucks at 5 p.m., because anything goes. Yet, in Italy, I got some interesting stares when trying to order a late-afternoon cappuccino.

After I was asked, "Are you sure?" by a woman behind the café counter in Rome, I soon learned of the unstated "cappuccino curfew" in Italy. Here's what to know about this cappuccino "rule" and why you won't catch many Italians drinking a cappuccino after 11 A.M.

Read more
Honey whiskey 101: What it is, how to use it, and which brands to try now
what exactly is honey whiskey?
Tullamore D.E.W Irish Whiskey

Flavored whiskey is big business in the spirits world. Take a stroll along the aisles at your local liquor store or peruse your go-to online retailer, and you’ll be met with myriad flavored whiskeys. This includes flavors such as cinnamon, maple, chocolate, fruit, and honey (among others). And I could write an article about the various popular flavored whiskeys. But today is all about honey. What exactly is honey whiskey?

In my years of writing professionally, I’ve tried my fair share of flavored whiskeys. Many of which are honey whiskeys. While I wouldn’t drink these whiskeys every day and likely not neat (not judging you if you do) or on the rocks, they are well-suited for a wintry Hot Toddy or to elevate your favorite whiskey-based cocktail.
Honey whiskey

Read more