AVANTCHA
AVANTCHA presentation
AVANTCHA emerged in 2014 when Swiss entrepreneurs Markus Zbinden, Marina Rabei, and Chris Lehmann recognized an opportunity to redefine tea as a modern lifestyle experience. Operating from strategic hubs in Dubai, Bangkok, Switzerland, and the UK, this avant-garde brand brings authentic Japanese matcha to a global audience through direct sourcing relationships and unwavering quality standards.
From Tea Gardens to Your Cup
The brand sources its matcha directly from specialized gardens across Japan’s most renowned tea regions—Yame, Fuji, Kagoshima, and Uji. Each cultivar tells a different story. The Yabukita from Yame delivers nutty, velvety notes with white chocolate undertones. Organic ceremonial grades from Fuji present umami sweetness with complex mineral character. These aren’t mass-market products—they’re shade-grown, hand-plucked, and traditionally stone-milled to preserve the vibrant green color and nuanced flavor profiles that distinguish authentic matcha.
Beyond Ceremonial: Innovation Meets Tradition
AVANTCHA serves both the ceremonial matcha enthusiast and the culinary innovator. Their Organic Matcha Cocktail Grade Kagoshima—a bespoke blend of first and second harvest tencha—was specifically designed for matcha lattes, smoothies, and culinary applications. This versatility extends to their Organic Hojicha powder, offering deeply roasted, nutty flavors with lower caffeine for afternoon enjoyment.
The brand doesn’t just sell tea; it educates. Matcha workshops, barista training programs, and food-pairing events elevate tea to the cultural status of wine or specialty coffee. At their teabars in Dubai and Bangkok, visitors experience matcha ceremonies, specialty beverages, and even tea-based cocktails.
Sustainable Luxury Without Compromise
Every product carries organic certifications (JAS, EU) and full traceability back to the harvest. AVANTCHA maintains long-term relationships with small producers, ensuring fair pricing and environmental responsibility. Their minimalist packaging—functional yet elegant—reflects a design philosophy where aesthetics and sustainability converge.
With distribution across 30+ countries and partnerships with prestigious hotels, restaurants, and retailers including Four Seasons, Mandarin Oriental, and Selfridges, AVANTCHA has proven that premium tea belongs in contemporary life. Whether you’re seeking ceremonial-grade matcha for traditional preparation or cocktail-grade powder for creative recipes, this Swiss-founded brand delivers authenticity, education, and exceptional quality in every tin.
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Matcha produced by AVANTCHA
AVANTCHA offers a carefully curated selection of organic matcha varieties sourced directly from Japan’s most renowned tea-growing regions. Their collection encompasses both ceremonial and cocktail grades, each crafted from specific tea cultivars to deliver distinct flavor profiles and optimal brewing experiences.
Ceremonial Grade Matcha Collection
The ceremonial grade lineup showcases Japan’s finest matcha (powdered green tea) traditions. Organic Matcha Ceremonial Grade Yame – Yabukita from Fukuoka presents a nutty and velvety character with delicate notes of white chocolate, crafted from the renowned Yabukita cultivar. The Organic Matcha Ceremonial Grade Fuji from Shizuoka blends multiple cultivars including Yabukita, Okumidori, and Saemidori, delivering umami sweetness with complex mineral character.
From the prestigious Yame region, Organic Matcha Ceremonial Grade Yame – Seimei utilizes the rare Seimei cultivar, balancing gentle creaminess with rich umami depth. The Organic Matcha Ceremonial Grade Yame – Okumidori showcases the Okumidori cultivar’s distinctive notes of umami and steamed greens. The premium Matcha Ceremonial Grade Uji Samidori Hand Plucked from Kyoto represents exceptional quality with profoundly smooth texture, rich umami, and high floral notes.
Cocktail Grade Matcha
The Organic Matcha Cocktail Grade Kagoshima utilizes first and second harvest tencha (tea leaves destined for matcha), offering deep color and rich umami ideal for matcha lattes, ice cream, and desserts. This versatile grade maintains AVANTCHA’s quality standards while providing flexibility for culinary applications.
Traditional Production Methods
All AVANTCHA matcha is ground to ultra-fine powder using traditional stone mills, preserving purity and delivering smooth texture. The company emphasizes first and autumn harvests to create ideal taste profiles, with ceremonial grades featuring hand-picked leaves to ensure only the youngest, most tender selections are used.
History of AVANTCHA
AVANTCHA emerged in 2014 from the entrepreneurial vision of Markus Zbinden, Marina Rabei, and Chris Lehmann in the United Arab Emirates. The founders, united by their Swiss and European heritage and shared passion for gastronomy and hospitality, set out to bridge ancient tea traditions with modern luxury experiences.
Initially conceived as a B2B venture targeting luxury hotels and restaurants, AVANTCHA identified a crucial market gap: premium, sustainably sourced teas presented with contemporary elegance. This strategic insight catalyzed their evolution from hospitality supplier to direct consumer brand, expanding their reach through sophisticated e-commerce platforms.
The company’s global footprint reflects its ambitious vision, with brand offices spanning Europe (United Kingdom and Switzerland), Asia (Thailand), and the Middle East (UAE). Each location houses dedicated customer relations teams that provide localized service while leveraging global logistics networks.
AVANTCHA’s matcha collection showcases their commitment to authenticity and quality. Their curated selection features organic varieties sourced directly from Japan, encompassing both ceremonial and cocktail grades. Each variety boasts distinct flavor profiles crafted from specific tea cultivars, including the prized Yabukita, Okumidori, Saemidori, and rare Seimei cultivars from renowned regions like Yame, Fukuoka, Fuji, Shizuoka, and Uji, Kyoto.
The brand’s dedication to traditional methods ensures their matcha is ground to ultra-fine powder using traditional stone mills, preserving purity and delivering smooth texture. Their premium ceremonial grades feature hand-picked leaves, ensuring only the youngest, most tender leaves reach consumers.
Sustainability forms the cornerstone of AVANTCHA’s philosophy. The company champions direct relationships with farmers, ensuring fair prices and environmentally sound practices. Their commitment extends to packaging innovation, achieving a 40% reduction in plastic use through recyclable materials and waste reduction initiatives.
5 events from AVANTCHA's history
January 2014
AVANTCHA Foundation
Markus Zbinden, Marina Rabei, and Chris Lehmann founded AVANTCHA in the United Arab Emirates, initially as a B2B venture targeting luxury hotels and restaurants with premium, sustainably sourced teas presented with modern elegance.
January 2016
Jumeirah Group Partnership
AVANTCHA secured a pivotal partnership with the prestigious Jumeirah Group to supply premium teas to their UAE hotels, significantly boosting brand visibility and credibility in the luxury hospitality sector.
January 2018
Direct Sourcing Initiative
Addressing supply chain challenges and prioritizing transparency, AVANTCHA strategically pivoted to direct sourcing, forging strong personal relationships with tea farmers in Japan, India, and Sri Lanka to guarantee quality and champion fair trade practices.
January 2020
Platinum Collection Launch
AVANTCHA launched their exclusive Platinum Collection featuring rare, limited-edition, hand-crafted spring harvest teas, further solidifying their position in the premium tea market and showcasing their commitment to exceptional quality.
January 2022
Sustainability Packaging Revolution
AVANTCHA implemented comprehensive packaging sustainability initiatives, achieving a 40% reduction in plastic use through recyclable materials and waste reduction programs, demonstrating their commitment to environmental responsibility without compromising product quality.
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Frequent questions
Find below some answers to the most common questions about AVANTCHA.
What's the difference between AVANTCHA's $44 Yame Yabukita and their $149 Uji Samidori Hand Plucked matcha?
The price difference reflects distinct quality levels and production methods. AVANTCHA’s Organic Matcha Ceremonial Grade Yame – Yabukita at $44 offers nutty and velvety flavors with delicate white chocolate notes from the Yabukita cultivar in Fukuoka’s Yame region.
Their premium Matcha Ceremonial Grade Uji Samidori Hand Plucked at $149 represents their highest tier, featuring the rare Samidori cultivar from Kyoto’s prestigious Uji region. The hand-plucking process ensures only the youngest, most tender leaves are selected, creating profoundly smooth matcha with rich umami and distinctive high floral notes that justify the premium pricing.
Why does AVANTCHA offer matcha from the rare Seimei cultivar, and how does it taste?
AVANTCHA’s Organic Matcha Ceremonial Grade Yame – Seimei showcases their commitment to sourcing unique Japanese tea cultivars that most brands overlook. The Seimei cultivar is particularly rare and prized for its distinctive flavor profile.
This $48 matcha balances gentle creaminess with rich umami, offering a smoother, more delicate experience compared to the more common Yabukita cultivar. AVANTCHA sources this directly from Yame, Fukuoka, where traditional cultivation methods preserve the cultivar’s unique characteristics, making it perfect for customers seeking an authentic yet uncommon ceremonial matcha experience.
Can I use AVANTCHA's Cocktail Grade Kagoshima matcha for traditional tea ceremony?
While AVANTCHA’s Organic Matcha Cocktail Grade Kagoshima delivers deep color and rich umami, it’s specifically designed for culinary applications rather than traditional ceremony.
- Cocktail Grade: Made from 1st and 2nd harvest tencha, ideal for matcha lattes, ice cream, and desserts
- Ceremonial Grades: AVANTCHA’s Yame, Fuji, and Uji varieties use only first flush leaves for traditional whisking
For authentic tea ceremony, choose from AVANTCHA’s ceremonial collection – their Yame Yabukita ($44) offers excellent value, while their Uji Samidori Hand Plucked ($149) provides the ultimate ceremonial experience.
How does AVANTCHA's Swiss-European background influence their Japanese matcha sourcing?
Founded in 2014 by Markus Zbinden, Marina Rabei, and Chris Lehmann – Swiss and European entrepreneurs with hospitality backgrounds – AVANTCHA applies European precision and culinary standards to traditional Japanese tea sourcing.
Their direct sourcing model established in 2018 reflects Swiss attention to quality control and transparency. Rather than accepting standard grades, they forge personal relationships with farmers in specific regions like Yame, Uji, and Kagoshima to secure cultivar-specific matcha that meets European luxury standards.
This approach results in their unique collection featuring rare cultivars like Seimei and Okumidori, stone-ground to ultra-fine powder using traditional methods but selected with the discerning palate of European gastronomy professionals who originally supplied luxury hotels.
Which AVANTCHA matcha should I choose for making premium lattes?
For premium lattes, AVANTCHA’s Organic Matcha Ceremonial Grade Yame – Yabukita ($44) is specifically recommended for this purpose. Its nutty and velvety profile with delicate white chocolate notes complements milk beautifully without being overpowered.
While their Cocktail Grade Kagoshima works for standard matcha lattes, the Yame Yabukita offers superior flavor complexity for discerning latte enthusiasts. The Yabukita cultivar’s natural creaminess enhances milk-based drinks, making it AVANTCHA’s top choice for premium latte preparation among their ceremonial grades.
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