Why matcha drinks are the new must-have at brand events

Not too long ago, if you wanted a matcha latte, you’d have to hunt down a specialist health food shop or traditional Japanese tea house. Now it’s everywhere: all over social media feeds, on every high street coffee menu and increasingly, at events.

Matcha has gone from a centuries-old ceremonial ritual to a global wellness phenomenon worth billions. We’ve seen it firsthand; more of our clients are asking for matcha drinks for product launches, exhibitions and brand activations.

Part of it is the look. Matcha powder is naturally a vibrant green. When you layer it with milk and syrups like strawberry or blueberry, you get a colourful marbled effect that genuinely turns heads. But it’s also what people associate with it: wellness, calm energy and something a bit more considered. It feels premium without being pretentious, and at an event, that reflects well on the brand serving it.

Why matcha?

Beyond the look and the wellness appeal, there are some practical reasons matcha has become a go-to for brands looking to offer something different at events.

• Focused energy: Matcha contains L-theanine, an amino acid that works alongside caffeine, slowing down its absorption. It means energy feels steady and sustained rather than a quick hit. At a long conference or all-day exhibition, that’s a genuine benefit.
  
  
• Wellness credentials: When people see matcha, they tend to think of clean eating and mindful consumption. Whether your guests are into wellness or not, serving it tells them you’ve put thought into their experience. It’s a small detail that positions your brand as current and thoughtful.
  
  
• A premium option for non-coffee drinkers: At most events, if you don’t drink coffee, you’re left with tea or water. Matcha gives those guests something that feels like a proper part of the experience, not an afterthought.
  
  
• A different kind of drink: Matcha isn’t trying to be coffee. It’s ground whole leaf, giving it a rich, earthy, slightly savoury flavour with a creamy texture. Some guests will try it out of curiosity, others will already know they love it. Either way, it adds range to your menu that people genuinely appreciate.

What matcha does for brand events

Since adding matcha to our service, we’ve seen what it brings to events firsthand. It does more for your brand than you might expect. Here’s what we’ve noticed.

The curiosity effect

Matcha stands out. A bright green drink isn’t something you see at every event, and that’s why it works. You don’t need to work as hard to get people over when they’re already curious.

Positive brand perception

Matcha feels more like an “experience” than just a drink. It’s colourful, it feels special and it tends to spark conversation. The interaction shifts from functional to something guests actually enjoy, and that positive association sticks.

Where matcha works best

• Product launches and press days: Visual, high-energy events where everything needs to look the part. The colourful marbled matcha lattes fit right in.
  
  
• Exhibitions and trade shows: Something different on your stand gives people a reason to stop. When you’re one among hundreds, that sets you apart.
  
  
• Conferences: A smooth alternative to coffee that keeps guests going through the afternoon.
  
  
• Brand activations: Events built around creating memorable moments. Matcha gives guests something to talk about.
  
  
• Office events and client hospitality: A wellness-forward option that makes guests feel looked after.

Easy to add

Most of our clients add matcha alongside their coffee service. It’s served from the same bar by the same team, so there’s an option for the guest who wants to try something new as well as the one who wants their usual flat white. More choice, more reasons for people to stop by, and nothing extra to organise your end. And if you fancy matcha only, that’s fine too!

How The Barista delivers matcha drinks for events

We’ve been serving drinks at events for over a decade, and our team knows how to deliver in fast-paced, high-pressure environments. Adding iced matcha to your event is straightforward. Here’s how it works.

What you get

• Iced matcha lattes made fresh to order
• 12oz cold cups, lids and straws
• Optional strawberry and blueberry syrups
• Dairy-free milk alternatives available

Make it yours

Our setup is fully customisable. Your logo or design can go on the bar unit, with branding carrying over to the cups, barista aprons, shirts and t-shirts. It ties everything together so your setup looks like part of your event, not something brought in.

Our branding options

On the day

Our baristas are used to fast-paced events, serving up to 500 drinks each per day. Every matcha is made to order, layered with milk and your choice of syrup. But our baristas aren’t just there to make drinks. They represent your brand, keeping the energy up, welcoming people over and giving them a reason to stay longer.

We handle everything from power and water to setup and pack-down. We want to be one of the easiest parts of your event to organise. You’ve got enough to think about on event day, and the drinks shouldn’t be one of them.

Why clients keep coming back 

We’ve been doing this since 2011. We have a 5.0 rating on reviews.io from over 160 five-star reviews, and we’re ESSA accredited with a Tier 5 sustainability rating, the highest available. We also offer carbon offsetting with every UK booking through our partnership with Ecologi, supporting tree-planting projects in coffee-growing regions around the world.

How our carbon offsetting works

None of that means much without the day-to-day though. What our clients tend to mention most is that we’re easy to work with, we communicate well and we turn up and deliver quality service with a smile every time.

Let’s talk matcha

If you’re planning an event and want to offer something a bit different alongside the usual coffee setup, we’d love to chat. Get in touch with our team about matcha bar hire, and we’ll put together a package that works for your event. We cover events across the UK and Europe.