While relatively new to the beverage scene, matcha beer has found its niche in Japan’s diverse drinking culture. Particularly popular in Kyoto, the historical heartland of Japanese tea tradition, this green-hued brew has begun appearing in select bars and breweries across the country. The appeal seems logical when one considers the flavour profiles at play. Both matcha and beer share bitter elements, and when combined, they create a complex taste experience that’s been described as having an earthy sweetness followed by a smooth, slightly bitter finish. Some enthusiasts compare it to a lighter, more refreshing stout.

Several Japanese breweries have embraced this trend, with Kinshachi Beer emerging as one of the leaders in commercial matcha beer production. Their offerings can be purchased online for those curious about this distinctive beverage. The trend has even crossed borders, with UK brewery Brewdog creating a matcha-infused beer called “Never Mind the Anabolics” for the London Olympics, demonstrating the international intrigue surrounding this Japanese innovation.

What makes matcha beer particularly fascinating is its multidimensional flavour profile. The matcha contributes a distinctive umami element and subtle sweetness, while the beer provides body and familiar malty notes. The result is often topped with a creamy foam that mimics the froth on a traditional matcha tea. At establishments in Japan, matcha beer is praised for its balanced flavour and subtle tea notes.

For those unable to travel to Japan or access commercial matcha beers, crafting this beverage at home is surprisingly straightforward. Adventurous drinkers report that the homemade version delivers a pleasant drinking experience with the distinctive green tea character coming through clearly without overwhelming the beer’s inherent qualities. The visual appeal is undeniable, with a pale green brew topped with frothy foam makes for an Instagram-worthy beverage that’s as fun to photograph as it is to drink.

Matcha Beer Recipe

Whether you’re a culinary adventurer or simply curious about this cultural mashup, matcha beer offers a refreshing taste of Japan’s innovative spirit and endless culinary creativity.

Ingredients

Method

Legend has it that tea was accidentally created in 2737 BCE, when a leaf floated from its plant into a vessel of recently boiled water intended for Chinese emperor Shen Nong.

Since then, tea has been cultivated, drunk, traded, and blended, but tea sommeliers are a relatively recent concept.

While wine sommeliers have been around since the court of the French King, Louis XIV,  the world’s first tea sommelier is thought to have been working in London, U.K. in the early 1990s. Canada’s first certified tea sommelier was at Toronto’s Fairmont Royal York Hotel 10 years later.

Like a restaurant’s wine sommelier, certified tea sommeliers are trained in all aspects of tea. This includes its history and science, categories, cultivation, as well as preparation, blending and culinary applications.

Karen Hartwick is a certified tea sommelier and owner of Tea Leaves tea bar in Stratford, Ont. She traced her love of tea to her grandmother’s tea ceremony at home when she brewed loose leaf tea.

Decades later, a friend took Hartwick to a tearoom in an Alberta antique shop. She left with several containers of different loose leaf tea and a new-found love of tea.

She bought a B&B in Stratford, from where she ran Tea Leaves. After guests returned home, they called asking to buy the tea she served.

“They had not experienced beautiful tea…The B&B’s 800 number turned into the tea hotline,” said Hartwick.

Sommelier certification

Hartwick enrolled in the first Specialty Tea Institute’s tea sommelier certification program in 2003.

Over the next five years she learned from experts from tea-growing nations while she and her classmates spent months on each tea category.

“[For example] we would look at white teas. The processing, the growing conditions, history, and then tasting, cupping. We did so much cupping. White teas come from certain areas of China and India, and just being able to compare those,” said Hartwick.

Afterward, she travelled to Asian tea gardens to get hands-on experience, picking leaves and learning how to process tea from tea masters.

Back in Canada, she curated Rundles restaurant’s tea menu and taught at the Stratford Chef’s School.

“I think because of all of the things I’ve done, I ended up with a really well-rounded education to take each part further.”

While she closed the B&B, Tea Leaves remains open by appointment for sales, consulting and custom blending. She also hosts tea tasting events, focusing on seasonal teas.

Tea categories

“True” teas are made from two varietals of the camellia sinensis plant. Generally, assamica for black teas and sinensis for green and white teas. Oolongs can be made with either.

Hartwick said there are details to note about each variety of tea, including:

• White teas are picked early while there’s just a single bud or a bud and two leaves and dried without oxidation.

• Green teas are picked after the leaves have grown a little bit longer and heated to dry to less than three per cent moisture.

• Black teas are allowed to wilt, then bruised, oxidized and dried.

• Pu-erh teas (made from unoxidized assamica) are fermented and dried.

And, like other crops, growing conditions are a factor.

“I’ve had teas come in from Assam, that teas out of a certain field will taste different than another offering from the same tea garden,” said Hartwick. “It’s just a matter of the mists and the winds.”

She also mentioned, within a category, different cultures can have their own processing customs.

“Green teas from China, it’s pick wilt and fire, in an oven or a wok. Japan throws a steam process in. And so that’s going to give you different nuances with the tastes and even how green a green tea is.”

Not just for sipping

If want to try something new, the following are pairings Hartwick suggested.

During afternoon tea:

• Japanese sencha provides a good contrast for very sweet options made with lemon curd.

• Genmaicha Satsuki (green tea with roasted rice) complements savoury sandwiches.

• Hibiscus and berry teas would contrast salmon and cream cheese sandwiches.

  

If you’d like to try cooking with tea, here are some ideas:

• Fold fruit from a whole fruit tisane into a cake batter and then use the strained tisane as part of the soak.

• Steeped fruit teas made with a black tea base can be folded into creams for desserts

• Smoky lapsang souchong tea leaves can be added to meat rubs or brewed and added to marinade

Regardless, Hartwick has these reassuring words:

“There’s no right and wrong answer. It’s a matter of that person who’s preparing those items and choosing the teas. The sky’s the limit.”

Nutrition question: is it healthier to get vitamins from supplements or from improving your diet? (Adobe stock image)

At some point in everyone’s life, they go down the vitamin route – whether because they have a restrictive diet and need additional supplements, have been instructed by their doctor, or, as in my case, because friends have suggested I take certain vitamins and supplements to help reduce the “symptoms” of this middle-aged stage of womanhood.

Fast forward to this morning: as I looked at the six capsules in my hand, I wondered whether any of it truly made sense. Do vitamins really work, or is it just another industry trying to convince us – or even brainwash us – into believing we’re missing something essential to our wellbeing, and that the solution to bridging that gap is to buy vitamins?

Let’s face it – vitamins are not cheap. I take three types of vitamins – two capsules daily – and need to buy a bottle of each once a month. With the average price being $17 per bottle, that adds up to $51 per month on vitamins. It just doesn’t seem right, does it?

Still, like many others, I’ve found myself caught in the phase of “continuance”: wondering whether they’re actually working, yet not willing to stop taking them in case they are. I don’t know about you, but I see a problem with that.

In 2024, Arianna Johnson published an article in Forbes magazine titled “Daily multivitamin use in healthy adults doesn’t decrease risk of death, study suggests: what to know about pros and cons of multivitamins”.

The article made two particularly impactful statements:

• “’Refocusing nutrition interventions on food, rather than supplements, may provide the mortality benefits that multivitamins cannot deliver,’ researchers with the National Cancer Institute wrote as part of a commentary on the JAMA study. ‘Vegetables, fruits, legumes and cereal grains are staples in areas of remarkable longevity.’”

• “$177.5 billion. That’s how much the global dietary supplement industry was worth in 2023, according to market research firm Grand View Research. This number is expected to grow by 9 per cent between 2024 and 2030.’

If you have the time, the Forbes article is worth the read – but it brings me back to my original line of thinking: is the vitamin industry more about profit than health and wellbeing? And why wouldn’t we simply eat more healthily to get the vitamins we need from our food instead?

Just to be clear, I’m not advising against taking vitamins – especially if your doctor has recommended them. However, it’s important to recognise that many of us tend to self-diagnose and pay the money to buy vitamins believing that they will help, without applying the age-old principle of eating a balanced diet.

In my case, although it’s $51 per month in vitamins, that adds up over time – and spending money on something I’m not entirely sure is even working does not seem financially sensible. But how many other people do the same thing? The answer is: a lot.

What’s even more interesting is that this kind of behaviour can be explained through the field of behavioural economics, which combines insights from psychology and economics to explore how people make decisions.

Traditional economic theories often assume that individuals are perfectly rational, always making choices that maximise their utility. However, real-world behaviour frequently deviates from these assumptions, influenced by cognitive biases, emotions, social factors, and more.

Now applying this back to the vitamins and their cost – if you know me, you will know I am always looking for the lowest-priced option. If I can save $2 by choosing one brand over another, I will do it – assuming the label on the back shows the same ingredients and levels. But not everyone thinks that way.

Many people find branded vitamins more trustworthy because the names are familiar and they have undergone rigorous testing to meet regulations.

These products may also feature advanced formulas, extra ingredients, or unique delivery methods – all of which appeal to health-conscious buyers looking for particular benefits.

However, on the other side of the coin, generic vitamins are produced by companies that follow the same regulations as major brands but may not be as well known or have large marketing budgets – and they are usually less expensive for the consumer.

Research suggests that the main difference lies in branding and marketing, not in the actual ingredients, as generics often contain the same amounts of vitamins and minerals as branded ones.

Agencies like the US Food and Drug Administration ensure that both generic and branded supplements meet safety and effectiveness standards, guaranteeing that generics are just as reliable.

So given all this information – I am healthy, I eat a balanced diet – why am I spending $51 per month on vitamins I cannot even prove are working? Would it not make more sense to look at what I actually feel is missing and identify what additional nutrition I could include in my diet to bridge that perceived dietary gap?

Let’s face it: eating a balanced diet is essential for optimal health and wellbeing. It means consuming a variety of foods that provide the necessary nutrients – vitamins, minerals, proteins, carbohydrates, and healthy fats. Including fruits, vegetables, whole grains, lean proteins, and dairy helps ensure your body receives adequate nutrition. A balanced diet supports immune function, boosts energy levels, and promotes healthy growth and development.

So, would it not make better financial sense to reallocate the $51 I currently spend on vitamins to my grocery budget – to make more mindful food choices, maximise nutrient intake, improve my overall health, and enhance my quality of life?

References

Johnson, A. (2024) Daily Multivitamin Use in Healthy Adults Doesn’t Decrease Risk of Death, Study Suggests: What to Know About Pros and Cons of Multivitamins. Available from: https://www.forbes.com/sites/ariannajohnson/2024/06/26/daily-multivitamin-use-in-healthy-adults-doesnt-decrease-risk-of-death-study-suggests-what-to-know-about-pros-and-cons-of-multivitamins/ [Accessed 9 May 2025].

• Carla Seely has 25 years of experience in the international financial services, wealth management and insurance industries. During her career, she has obtained several investment licences through the Canadian Securities Institute. She holds the ACSI certification through the Chartered Institute for Securities and Investments (UK), the QAFP designation through FP Canada, and the AINS designation through The Institutes. She also holds a master’s degree in business and management

Decoding the rise of hojicha

Unlike its vibrant, almost floral cousin, matcha, hojicha’s signature reddish-brown hue and low bitterness make it a soothing and highly approachable gateway into roasted teas. Rich in antioxidants and low in caffeine, it’s comfort in a cup that additionally aids digestion and relaxation.

What’s driving this shift?

Experts in the food and beverage industry tell us it has less to do with wellness, but rather a global matcha shortage. While hojicha hasn’t overtaken its green counterpart, this growing preference for something warmer could be the next big wave in tea culture.

Chef Suvir Saran says, “Hojicha is not just a trend—it’s the warm, roasted cousin of matcha. It’s smooth, comforting, and hits the Indian palate just right. Think roasted barley meets gentle coffee.” 

At his soon-to-open Jaipur café, hojicha will star in a limited-time special. “We’re also launching a hojicha dessert at Newmar alongside our mango menu—it’s soft, bold, and unforgettable.”

Yu Sung Eo, one of the founders of bubble tea company Got Tea, shares that they introduced hojicha to their menu a few months ago. “When we launched matcha in 2020, it didn’t get a great response as it is an acquired taste, but as it became a craze, we started seeing an uptick in signs of acceptance from customers. The introduction of hojicha on our menu has had a similarly quiet response, but we’re hoping it will become as big,” he muses.

Changing the future of tea

Despite its more muted footprint, Umesh Kapoor, co-founder of Pour Over Coffee Roasters sees hojicha becoming a staple in premium beverage offerings. He also envisions a new movement: Indian tea brands roasting local green tea in Hojicha’s style, creating a fusion product that’s both familiar and exotic. 

“Picture hojicha lattes, sparkling hojicha sodas and cold brews in cafés across urban India. It’s comforting, photogenic and ripe for Reels and even branding,” Umesh states.

Chef Dheeraj Mathur, cluster executive chef at Radisson Blu, Kaushambi adds that India’s growing appetite for international cuisine makes it fertile ground for roasted tea. “Restaurants and cafés could introduce it as a specialty tea to create a distinctive menu experience. Hojicha’s toasty flavour and low caffeine content make it ideal for consumption and digestive comfort,” he explains.

Tapping into fusion mania

The best part? “It pairs beautifully with Indian desserts like gulab jamun or jalebi, and there’s exciting potential for use in marinades, sauces, or even fusion creations like Hojicha kulfi,” he notes, before adding, “But awareness is key — consumers need to understand its benefits and unique flavour.”

How is hojicha prepared?

Hojicha is made by roasting green tea leaves at high temperatures, which gives it a reddish-brown colour and toasty aroma. To prepare, steep one teaspoon of hojicha in hot water (about 80°C) for 30–60 seconds. Available both in powdered and loose leaf forms, It can be enjoyed hot, iced or as a latte with milk. 

If you’re looking to expand your tea repertoire, check out brands offering hojicha products in India, such as ILEM Japan, Karma Kettle, Brown Living, Dancing Leaf, Sancha Tea Boutique, Satori and Chiran Tea.

What’s the difference between hojicha and matcha?

Hojicha and matcha are both Japanese green teas but differ significantly in flavour, appearance, and use. While complementary, they have distinct places in the culinary and wellness worlds.

While hojicha is made by roasting green tea leaves at high temperatures, matcha is a powdered, shade-grown tea known for its vibrant green colour, grassy taste.

Matcha is bold, intense and high caffeine content — perfect for an energy boost. Hojicha, on the other hand, is a mellower experience that is more soothing and easier on the gut.