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Muracha, a new entrant in the premium tea sector, has launched its debut single-cultivar matcha, Yame No. 89. Co-founded by sisters Megan Lore and Katie Roth, the brand aims to differentiate its offering by prioritising supply chain transparency and specific farming practices, moving away from the use of unregulated industry marketing labels.

The brand's market entry is positioned against the common use of "ceremonial grade" as a descriptor within the matcha industry. Muracha states that this label lacks standardisation and regulatory oversight. Instead, the company is focusing its messaging on traceability, the cultivar used, and the farming techniques employed at the point of origin.

Yame No. 89 is sourced from Yame, Japan, a region known for specific tea-growing conditions. The product is derived from a single-cultivar harvest, with a focus on shade-growing techniques designed to influence the chemical composition of the leaves, specifically targeting L-theanine and chlorophyll levels.

Origin and Operational Focus

The brand has prioritised the provenance of its product as a core component of its business model. The Yame No. 89 variety is named after the primary farmer overseeing the fields where the leaves are harvested. This focus on individual farm origin is intended to provide a narrative of consistency and quality control that the brand believes will resonate with the current speciality tea consumer base.

Following harvest, the leaves are stone-milled in Japan, an operational choice intended to maintain the integrity of the product’s flavour profile and freshness before export.

Distribution

Muracha is utilising a direct-to-consumer (DTC) model through its website, offering both one-time purchases and subscription services. The brand has also initiated a B2B strategy, securing placement on the menus of select restaurants and cafes in Atlanta and Nashville. This dual-channel approach is designed to introduce the brand to consumers through both home-consumption and professional hospitality settings.

Backed by a group of investors and advisors from the media and creator sectors, the company is planning further partnership announcements throughout 2026 as it expands its footprint in the specialty beverage market.