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…
If you’re gonna make a Daiquiri, go with a recipe from a 250-year-old rum brand
A rum and sun soaked drink for summertime
The Jamaican Daiquiri.

'Tis the season for hammock naps and long meandering walks on the sand. Can't get to the beach? That's okay, we've got a great three ingredient cocktail that will transport you there.

The Daiquiri is a classic, built around little more than the ideal pairing of rum and citrus. When dialed-in, the tropical drink is one of the best in the business. If palm fronds and sea breezes could be put into a cocktail glass, well, this recipe would be it.

Read more
Meet the coffee brand fighting hustle culture one cup at a time
A coffee with a mission to break up with hustle culture
Wimp Decaf Coffee Company

The decaf coffee movement has shown no signs of slowing down, as coffee drinkers are beginning to rethink the effects of drinking too much caffeine and shift towards alternative and health-focused coffee products. For Matthew Smith, Founder of Wimp Decaf, giving up caffeine wasn’t about optimizing his lifestyle. It was closer to a personal mental intervention. After noticing the mental health symptoms of how caffeine made him feel, such as the jitters and anxiety, he found himself second-guessing his favorite daily ritual. He didn't want to give up coffee, but also didn't want to keep experiencing these symptoms.

Though that could have been the end of the story, Smith quickly realized there was a space not just for better decaf coffee but for a whole brand that centered decaf as a lifestyle choice. Smith set out to start Wimp Decaf to rebrand decaf coffee as a ritual of calm—not as a sad backup plan. From here, Wimp Decaf was born with a mission to rebrand decaf as a rebellious act of self-kindness.
The decaf coffee movement

Read more
Drinking this coffee could increase your blindness risk by 700%
Should you rethink your coffee choice?
instant coffee

We all have our coffee preferences, but this recent study could have you rethinking your favorite coffee choice. A recent study published in the journal Food Science & Nutrition found that instant coffee drinkers could be at increased risk of developing age-related macular degeneration (AMD), a condition associated with blindness. The study analyzed data collected from over 500,000 individuals, concluding that instant coffee drinkers may be at an increased risk of developing AMD. The most common type of AMD, known as dry AMD, is a leading cause of vision loss in older adults and does not currently have a cure. This condition affects a small region in the back of the retina, causing damage that can lead to blurry spots and a loss of vision over time.

The complex study identified an overlap between a person's genetic disposition towards drinking instant coffee and their risk for dry AMD. Within this genetic correlation, the study suggests that drinking instant coffee (compared to other types of coffee) could increase the risk of developing dry AMD by about 700 times. This research provides new insight into AMD pathogenesis, offering a potential next step for researchers to contribute to personalized prevention strategies such as genetically informed lifestyle interventions. The study did not find any correlation between instant coffee and wet AMD.

Read more