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) citing it as one of their best-selling products in 2025.
A restaurant in Manchester also launched a bottled water menu last year. 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.
Data from Lumina showed 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.
Exciting flavours
Meanwhile, smoothie and fruit juice share of total non-alcoholic drink occasions sat at around 9.2%, up from 8% the previous year.
On top of this, an increasing number of consumers said they were 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 were vanilla, lemon and honey while refreshing options like watermelon, lime, raspberry lemonade and strawberry & elderflower also proved 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 last year, later adding hot Matcha drinks to its 2025 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, and Asian cuisine in general, is currently “very on trend”.
Natural buzz
Ratcliffe, who runs the Black Bull with his wife and chef Nina Matsunaga, said the pub has introduced a variety of Matcha drinks, including lattes and cocktails, and occasionally uses Matcha in its Japanese-inspired food.
Like Allen, he advised operators to keep it simple at first, starting with a Matcha latte or similar, and go from there, urging pubs looking to expand their offer to utilise relationships with suppliers.
“Most decent coffee suppliers will have a ‘matcha mix’ or syrup, which you’ll be able to mix into your hot or iced drinks”, he added.
“They’ll also be able to give you some drink variations, too. Once you have some, I would start to experiment with some cocktails.”
However, Ratcliffe explained most of the Matcha in UK outlets has been sweetened or flavoured with other ingredients to broaden its appeal, which is something operators should consider as health continues to influence consumers decision making in the on-trade.
“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”, he continued.
“But this isn’t just in food and drink, supplements are no longer just multi-vitamins. New natural alternatives like Lion’s Mane, Shilajit and many others are being marketed very well at the moment.”
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.
