Tea Company Itokyuemon Makes Green Tea Wine
Laura McQuarrie — April 4, 2016 — Lifestyle
References: itohkyuemon.co.jp & en.rocketnews24
Itokyuemon is a tea company based out of Kyoto that's now producing 'Yokan no Midori,' or green tea wine. This white wine beverage is described as "Vin au thé vert" and boasts an opaque color that's a rich green shade as deep as authentic matcha. While the drink has the color of green matcha, its taste is described as one that's just like white wine. As its vibrant color suggests, there are plenty of antioxidant benefits to drinking this superfood-infused beverage.
Other than in lattes and teas, matcha green tea is now being enjoyed in other inventive forms like beer, sparkling water and liquors. Now that alcohol sales are plummeting around the world, alternative beverages like these that include unexpectedly healthy ingredients are growing in popularity.
Other than in lattes and teas, matcha green tea is now being enjoyed in other inventive forms like beer, sparkling water and liquors. Now that alcohol sales are plummeting around the world, alternative beverages like these that include unexpectedly healthy ingredients are growing in popularity.
Trend Themes
1. Superfood-infused Beverages - The trend of incorporating healthy superfood ingredients like matcha into beverages is on the rise, offering disruptors a chance to create innovative and unique drink options.
2. Creative Alcohol Alternatives - As alcohol sales decline, there is a growing demand for innovative and healthy alternatives like matcha wine, providing an opportunity for disruptive innovation in the beverage industry.
3. Expanding Uses of Matcha - Matcha is being incorporated into various products beyond traditional teas and lattes, such as beer, sparkling water, and liquors, signaling an opportunity for disruptive innovation in the food and beverage industry.
Industry Implications
1. Tea Industry - The tea industry can explore incorporating matcha into various products, including wines, in order to cater to the growing consumer demand for healthy and unique beverage options.
2. Alcohol Industry - The alcohol industry can capitalize on the decline in sales by introducing creative and healthy alternatives like matcha wine to attract new and health-conscious consumers.
3. Superfood Industry - The superfood industry can seize the opportunity to create innovative and healthy products by expanding the uses of matcha, incorporating it into various food and beverage products beyond traditional applications.
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