There was a time when it seemed absurd for pubs to sell coffee, yet now it is a staple in most pubs, with giants like JD Wetherspoon (JDW) event citing it as one of their best-selling products.
A restaurant in Manchester also recently launched a dedicated bottled water menu. So, is Matcha the next big thing to make its mark in pubs?
Matcha is a finely ground powder made from shade-grown green tea leaves. Unlike regular green tea, where leaves are steeped, Matcha is whisked into water or milk, meaning the whole leaf is consumed. This results in a grassy, earthy and sometimes sweet or umami flavour.
Its popularity is underpinned by alleged health benefits, including improved brain function, stress reduction, heart health support and weight management due its supposed high antioxidant content.
Given an increasing number of consumers are looking to limit their alcohol intake and focus on healthy alternatives, it’s unsurprising demand for Matcha is growing.
Recent data from Lumina shows for the 52 weeks to 31 August 2025, alcohol-free alternatives, including non-alcoholic beer, wine and cocktails, accounted for 13.5% of alcohol-free drink occasions in 2025, up from 9.7% in 2023, representing 3.8ppt growth over the period.
Exciting flavours
Meanwhile, smoothie and fruit juice share of total non-alcoholic drink occasions sat at around 9.2%, up from 8% last year and 7.8% the year before, a 1.4ppt rise over three years.
On top of this, many consumers are also looking for exciting new tea flavours in the on-trade, according to the Bidfood Food & Drink Trends 2026 report.
This is particularly true for younger drinkers, with 47% of students interested in trying different iced tea flavours, the report stated.
Key flavours for this trend are vanilla, lemon and honey but refreshing options like watermelon, lime, raspberry lemonade and strawberry & elderflower also prove popular, all of which are adaptable for Matcha serves.
It can also be used in a variety of dishes, including cakes, pancakes, cookies and more.
Operators are already taking note. Mitchells & Butlers’ (M&B) All Bar One brand trialled a Matcha Pina Colada cocktail during Pride month, later adding hot Matcha drinks to its autumn/winter menu and even Overnight Matcha Oats to its food line-up.
“Consumers are increasingly mindful of wellness and looking for energising, natural options that feel like a treat without being overly indulgent,” marketing manager Andrea Allen told The Morning Advertiser (The MA).
Daytime occasions such as breakfast and brunch have proved especially strong for the brand, though Allen’s advice to pubs is to keep things simple: “A Matcha latte or iced Matcha is an easy win. Then, look to integrate it into seasonal cocktails or brunch items to give guests new and engaging ways to try it.”
Meanwhile, co-owner of the Black Bull at Sedbergh in Cumbria, James Ratcliffe, told The MA Matcha, along with Asian cuisine, is currently “very on trend”, which was also reflected in the recent report from Bidfood.
Natural buzz
However, Ratcliffe explained most of the Matcha we find in UK outlets is adapted slightly to Western taste: “That’s something to be aware of; it’s sweetened and often favoured with other ingredients, which adds to its popularity.”
He added the fact that consumers are becoming more aware of their health is also influencing their decision making in the on-trade and beyond.
“This isn’t just in food and drink, supplements are no longer just multi-vitamins, but you have new natural alternatives like Lion’s Mane, Shilajit and many others which are being marketed very well at the moment.
“Non-alcoholic drink producers are using tea-based products, pushing the natural side of ingredients. Some are creating drinks that offer an alternative natural ‘buzz’ to alcohol”, the operator continued.
Ratcliffe, who runs the Black Bull with his wife and chef Nina Matsunaga, explained the pub has introduced a variety of Matcha drinks, including lattes and cocktails, and occasionally uses Matcha in its Japanese-inspired food as well in line with increased demand for the green powder.
Like Allen, he advises operators to keep it simple at first, starting with a Matcha latte or similar, and go from there: “Most decent coffee suppliers will have a ‘matcha mix’ or syrup, which you’ll be able to mix into your hot or iced drinks.
“They’ll also be able to give you some drink variations, too. Once you have some, I would start to experiment with some cocktails.”
With operators leaning into wellness and consumers chasing flavour, Matcha is carving out a permanent spot on pub menus, and it shows no signs of slowing down.
