Matcha is not a new drink. But its dominance at London wellness brand events over the last two years is a genuine shift. At wellness events, fitness launches, yoga brand activations and health-focused corporate events, the matcha latte has become the default premium drink order. The reasons are both practical and visual.
Practically, matcha contains caffeine without the cortisol spike associated with espresso - relevant for a wellness audience that is actively managing stress. Ceremonial grade matcha, prepared properly, is smooth and earthy with none of the bitterness that puts people off lower-grade versions. For events where the guest profile is health-conscious, matcha is the credible choice. Espresso can feel incongruous at a wellness brand event in a way that a ceremonial grade matcha latte does not.
Matcha is also a content play. The vivid green colour of a well-prepared ceremonial matcha latte photographs distinctively and is immediately recognisable on social media. At fitness launches and wellness brand activations where the bar will appear in photography and social content, matcha cups in guests' hands are more visually interesting than a flat white.
For brands that care about the visual output of their events - and most do - the drinks on the bar are part of the brand content. A matcha latte in a branded cup is a piece of brand content. An espresso in the same cup is a less compelling photograph. This is not a trivial consideration for brand teams planning event photography.
UNIT uses ceremonial grade matcha - the highest grade available - for every event. The difference in flavour and colour between ceremonial grade and culinary grade matcha is significant and immediately visible. At an event where the drink will be photographed, the grade of matcha matters.
Matcha bar hire can be specified as a standalone service or as part of the combined coffee and hydration bar. For wellness events, fitness launches and health-focused brand activations, UNIT regularly provides matcha alongside cold pressed juices and health shots - a complete wellness beverage offering from one staffed bar at the event.
Questions
At London wellness brand events, the matcha latte has overtaken the flat white. Here is why it happened and what it means for your event bar brief.
Tell us your event format and guest profile. We will confirm the right hydration setup.
UNIT is based in London and operates across the UK for the right event.