Kettl
Kettl presentation
Kettl brings Japan’s most distinguished tea traditions directly to tea enthusiasts through a unique bridge between authentic Japanese tea culture and modern accessibility. Founded by Zach Mangan and his wife Minami in 2011, this Japanese tea company operates from both Fukuoka and Brooklyn, creating direct connections between Japan’s finest tea producers and a growing global audience.
A Journey Rooted in Japanese Tea Heritage
The story of Kettl began with Zach Mangan’s solo journey through Japan in 2010, where he discovered that the freshest and most exceptional teas rarely left their regions of origin. This revelation sparked a mission to make these rare teas accessible beyond Japan’s borders. With offices strategically positioned in Fukuoka—one of Japan’s premier tea-growing regions—and New York City, Kettl maintains close relationships with distinguished tea producers while serving international markets.
Direct Sourcing from Japan’s Premier Tea Regions
Kettl’s approach to tea sourcing sets them apart in the matcha marketplace. The company works directly with tea producers in regions like Uji near Kyoto and Yame in Fukuoka, areas renowned for producing the highest grades of Japanese green tea and matcha. Their expanded warehouses in both Brooklyn and Fukuoka allow them to maintain freshness while moving closer to vertical integration—a rarity in the tea industry.
This direct-sourcing model ensures that every tea reflects the authentic character of its origin. Kettl doesn’t just import tea; they cultivate relationships with producers who have perfected their craft over generations.
Commitment to Quality and Education
Beyond offering premium matcha and Japanese teas, Kettl serves as an educator in tea culture. The company takes tea seriously, from proper brewing techniques to understanding the nuances that distinguish exceptional matcha from ordinary offerings. Their tea bar on the Bowery in New York demonstrates this dedication, creating spaces where customers can experience Japanese tea traditions firsthand.
Kettl has earned recognition from specialty retailers like Joe Coffee Company, who specifically sought a tea partner sharing their commitment to high sourcing standards. This reputation reflects years of building trust through transparency, quality, and genuine expertise in Japanese tea. For matcha enthusiasts seeking authentic, directly-sourced teas with traceable origins, Kettl represents a bridge to Japan’s finest tea culture without compromise.
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Matcha produced by Kettl
Kettl’s matcha collection represents a carefully curated selection that extends beyond mere variety to offer a symphony of flavors, textures, and origins. Each matcha embodies a distinct character profile, catering to both novice and seasoned connoisseurs.
Signature Matcha Offerings
Yamagumo Matcha stands as Kettl’s signature creation, produced by master chashi (tea master) Hiroshi Kobayashi from Shogyokuen Tea Company. This versatile usucha-grade matcha was blended specifically for Kettl and possesses a character rich enough to shine through milk while maintaining striking freshness. Its robust character excels in lattes, while its vibrant profile captivates when whisked traditionally. Expect a fragrant, verdant aroma, layered sweetness, and refreshing astringency on the finish.
The Hiroshi Kobayashi Collection showcases artisanal mastery through several distinguished varieties:
- Fuujun Matcha – $65.00
- Seisho Matcha – $27.00
- Chikka Matcha – $42.00
Each matcha in this collection reflects Kobayashi’s meticulous attention to detail and unwavering pursuit of perfection, representing the pinnacle of Japanese tea craftsmanship.
Genmaimatcha offers a unique experience as a harmonious fusion of sencha, matcha powder, and roasted brown rice. This distinctive blend delivers a symphony of toasty fragrance and lingering sweetness, providing an accessible entry point for those new to matcha while satisfying experienced palates.
Matcha Grade Classifications
Kettl’s offerings span multiple quality grades, each designed for specific applications:
- Ceremonial Grade: Highest quality with vibrant color and nutrient density, featuring smooth, naturally sweet, umami-rich profiles ideal for traditional tea ceremony and straight consumption
- Latte-Grade: Robust flavor designed to complement milk, offering balanced taste with slight astringency and good body for matcha lattes and blended beverages
- Culinary Grade: Intense flavor that stands up to other ingredients, with bold, slightly bitter, grassy notes perfect for baking, cooking, and smoothies
Kettl’s commitment to quality extends to their storage and handling practices, utilizing cold-storage in oxygen-free packaging to preserve delicate flavors and aromas until reaching consumers. Their weekly sourcing trips to Japan ensure unparalleled freshness and direct relationships with tea producers.
History of Kettl
The Genesis of a Tea Revolution
Zach Mangan founded Kettl in 2011 with a singular mission: to democratize access to Japan’s most exquisite teas. After working for Japan’s largest green tea company, Mangan took a solo month-long journey throughout Japan in 2010, discovering that the freshest and most delicious products remained within the domestic market. This revelation sparked his determination to shrink the international supply chain and connect these incredible teas with a wider audience.
Building Bridges Across Continents
What began as a vision quickly transformed into a bicoastal enterprise, establishing operations in both New York City and Fukuoka, Japan. Kettl became the only US-based Japanese tea company fully incorporated in Japan, demonstrating an unwavering commitment to authenticity and quality. Mangan and his wife Minami spent two years developing relationships with several of Japan’s most notable tea producers, understanding that the best teas come from rural, isolated areas where small yield and high demand make procurement challenging.
From Sourcing to Community
Initially focused on working directly with chefs to provide high-quality tea, Kettl evolved over the decade to build a vibrant community of customers and tea lovers through physical stores, online presence, and wholesale partnerships. The opening of Kettl Studio marked a paradigm shift, transforming the brand from an online retailer to a purveyor of immersive tea experiences. This multifaceted space serves as a gathering place for tea enthusiasts, chefs, designers, and educators, hosting exclusive pairing events with Michelin-starred chefs.
Mastering the Art of Matcha
Kettl’s matcha collection represents a curated symphony of flavors, textures, and origins. The Yamagumo Matcha, created by master chashi (tea master) Hiroshi Kobayashi from Shogyokuen Tea Company, exemplifies their commitment to excellence. The Hiroshi Kobayashi Collection showcases artisanal mastery, featuring matcha varieties like Fuujun, Seisho, and Chikka, each reflecting meticulous attention to detail.
Navigating Modern Challenges
Kettl has openly addressed the matcha shortage affecting the industry, with Mangan actively exploring emerging matcha-producing regions like Kagoshima, Shizuoka, Mie, and Miyazaki. This proactive approach demonstrates their commitment to maintaining a diverse and high-quality matcha selection while building deeper relationships with producers to ensure a sustainable supply chain.
5 events from Kettl's history
January 2010
Zach Mangan's Journey to Japan
After working for Japan’s largest green tea company, Zach Mangan took a solo month-long trip throughout Japan, discovering that the freshest and most delicious teas remained within the domestic market. This revelation would become the catalyst for founding Kettl, as he realized the opportunity to bridge the gap between Japan’s exceptional tea culture and international markets.
January 2011
Kettl Founded
Zach Mangan officially founded Kettl with the mission to make Japan’s finest teas available to customers worldwide. The company emerged not merely as a business, but as a meticulously crafted endeavor to serve as a conduit connecting discerning palates to the artistry of Japanese tea masters, beginning a two-year process to develop relationships with Japan’s most notable tea producers.
January 2013
Bicoastal Operations Established
After spending over two years building relationships with Japan’s top producers, Kettl established its bicoastal presence with operations in both New York City and Fukuoka, Japan. The company became the only US-based Japanese tea company fully incorporated in Japan, with Mangan setting up an office in Fukuoka to work within the domestic market and source exceptional teas directly.
January 2015
Kettl Studio Opens
The opening of Kettl Studio marked a transformative moment, evolving the brand from an online retailer to a purveyor of immersive tea experiences. This multifaceted space became a gathering place for tea enthusiasts, chefs, designers, and educators, hosting exclusive pairing events with Michelin-starred chefs and showcasing the creative work of long-lasting partners, reflecting the depth of Japanese tea as a lifestyle.
January 2020
Hiroshi Kobayashi Partnership
Kettl secured an exclusive partnership with master chashi Hiroshi Kobayashi of Shogyokuen Tea Company, resulting in the creation of signature matcha varieties including Yamagumo, Fuujun, Seisho, and Chikka. This collaboration exemplified Kettl’s commitment to excellence and artisanal mastery, with each matcha reflecting Kobayashi’s meticulous attention to detail and unwavering pursuit of perfection.
Gallery and medias
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Frequent questions
Find below some answers to the most common questions about Kettl.
What makes Kettl's Yamagumo Matcha different from their other matcha offerings?
Yamagumo Matcha is a signature creation produced exclusively for Kettl by master chashi (tea master) Hiroshi Kobayashi from Shogyokuen Tea Company. This versatile usucha-grade matcha was specifically blended to possess a character rich enough to shine through milk while maintaining striking freshness when prepared traditionally.
Unlike Kettl’s other matcha varieties, Yamagumo adapts seamlessly to both latte preparations and traditional whisking. You can expect a fragrant, verdant aroma, layered sweetness, and a refreshing astringency on the finish that distinguishes it from their single-origin expressions.
Why does Kettl's Fuujun Matcha cost $65.00 while their Seisho Matcha is only $27.00?
The price difference reflects the distinct quality grades and production methods within The Hiroshi Kobayashi Collection. Fuujun Matcha at $65.00 represents the highest tier of artisanal matcha from master Hiroshi Kobayashi, featuring more intensive cultivation and processing techniques.
- Fuujun ($65.00) – Premium ceremonial grade with exceptional umami depth
- Chikka ($42.00) – Mid-tier offering balancing quality and accessibility
- Seisho ($27.00) – Entry-level option from the same master craftsman
Each reflects Kobayashi’s meticulous attention to detail and unwavering pursuit of perfection, but at different quality tiers to serve various preferences and budgets.
How does Kettl's bicoastal operation between New York City and Fukuoka impact their tea quality?
Kettl’s unique presence in both New York City and Fukuoka, Japan allows them to operate within Japan’s domestic tea market while serving American customers directly. This bicoastal structure enables weekly trips to Japan’s most revered tea growers, ensuring unparalleled freshness that most competitors cannot match.
Their Fukuoka office allows Kettl to source the freshest, most sought-after teas that typically stay within Japan’s domestic market. These teas are then cold-stored in oxygen-free packaging and shipped to their NYC operations, preserving delicate flavors and aromas until they reach customers. This direct-from-source approach eliminates the extended international supply chains that compromise tea quality.
What can I expect from a visit to Kettl Studio?
Kettl Studio transcends a typical retail location – it’s a multifaceted sanctuary where the threads of tea come together through cuisine, design, education, and celebration. As a gathering place for tea enthusiasts, chefs, designers, and educators, the studio fosters a vibrant community centered around Japanese tea culture appreciation.
You’ll experience exclusive pairing events with Michelin-starred chefs that showcase the harmonious intersection of cuisine and tea. The studio also features curated experiences highlighting the creative work of Kettl’s long-lasting Japanese partners, reflecting the depth of Japanese tea as a complete lifestyle rather than just a beverage.
Is Kettl's Genmaimatcha suitable for traditional tea ceremony preparation?
Kettl’s Genmaimatcha is not intended for traditional tea ceremony use. This unique blend combines sencha, matcha powder, and roasted brown rice, creating a harmonious fusion that delivers a symphony of toasty fragrance and lingering sweetness.
The roasted brown rice component makes this blend ideal for casual enjoyment and modern preparations rather than formal chanoyu (tea ceremony). For traditional ceremony preparation, consider Kettl’s pure matcha offerings from The Hiroshi Kobayashi Collection, particularly their ceremonial-grade options like Fuujun or Seisho Matcha.
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