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…
Myths busted: Why rinsing your beer glass matters more than you think
Beer glass rinsing 101
beer

Myths run riot in the land of drinks and we're on a mission to dispel them. Just ask the chill-able red wine or age-worthy beer. There are rules in beer, cocktail, and wine culture, sure, but there are also misconceptions and unknowns very much worth figuring out.

You know the sayings: Rum is only for tiki drinks, mezcal is just a smoky version of tequila, or you can't make a good non-alcoholic beer. We know these things to be untrue as we've tasted the evidence.

Read more
How this 100-year-old syrup brand continues to revolutionize the coffee industry
The story behind your favorite coffee syrups
Torani syrup bottles

Recognized for its colorful, nostalgic glass bottles found in thousands of cafes around the world, global flavor company Torani has a rich history that dates back 100 years. Maintaining its reputation in the beverage industry means staying ahead of changing coffee trends and developing new flavors to meet consumer needs. For a look inside the history behind this 100-year-old syrup brand, I chatted with Andrea Ramirez, Consumer and Customer Insights Manager at Torani. Ramirez is directly involved in brand development and product innovation for the brand.
As Torani’s seasoned flavor expert and trend guru, she leads her team in tracking trends from various spaces, from grocery store shelves to fine dining menus, and everywhere in between. Here's what she shared about how the brand has revolutionized the flavored syrup industry over the last century.
Torani's innovative approach

As a brand, Torani has remained relevant for 100 years and counting by staying deeply attuned to consumer behavior and evolving taste preferences. "We leverage a mix of proprietary insights and industry data to identify emerging trends and shifts in how people enjoy beverages. One of the clearest patterns we've seen over time is the growing desire for personalization — consumers increasingly want the freedom to craft drinks that suit their tastes."

Read more
Move over IPAs — matcha beer is the new summer drink to try
What exactly is Matcha Beer?
Matcha Beer

Summer is here. It’s the season of days spent at the lake, beach, or floating in a river or creek with a beer in your hand. And while we enjoy a classic, crisp pilsner or hoppy IPA on a humid summer day, this year, we’re all about the trending Matcha Beer.

Before I delve into the beer itself, it’s essential to provide some background on matcha. In my years of writing professionally, I’ve spent a lot of time enjoying different types of tea and herbal beverages. When it comes to tea-centric drinks, it’s challenging to beat the appeal of matcha. Not only is matcha flavorful but this green-hued ground powder made from green tea leaves is also known for its antioxidant and healthy properties.

Read more