New Category Contender Eyes Matcha Cocktail Trend YOSHI, a matcha-based liqueur blending ceremonial-grade matcha with oat milk, is entering the low-ABV spirits category as demand grows for premium, wellness-positioned drinking experiences.

The 17% ABV spirit is formulated as non-dairy, gluten-free, and lower in sugar and calories than comparable cream liqueurs. YOSHI is positioned to anchor a new cocktail category—the Matcha Martini—drawing parallels to how coffee liqueurs established the Espresso Martini as a cultural phenomenon.

"Just as coffee liqueurs defined the Espresso Martini, YOSHI is positioned to pioneer and lead the Matcha Martini (recipe below)— a reimagining of the Espresso Martini for a new generation, bringing good times and good luck. No whisking, no guesswork — simply pour, shake and serve with consistency," according to brand materials.

Tapping Wellness and Premiumization Trends

The spirit targets overlapping consumer movements: premiumization in spirits, cocktail culture sophistication, and wellness-driven purchasing. Matcha consumption has become a cultural touchstone among Gen Z and Millennial consumers, expanding beyond traditional tea ceremonies into lattes, energy drinks, and food products.

YOSHI's entry reflects broader industry movement toward lower-ABV offerings and plant-based ingredients. The non-dairy formulation and lower calorie profile align with consumer preferences for indulgence without perceived excess.

Suggested Matcha Martini Recipe - 2 oz YOSHI Matcha Liqueur

- 1 oz Vodka, Tequila, or Gin

- 0.5 oz Simple Syrup

- Matcha dusting

- Vanilla cold foam

Directions: Combine all ingredients in a shaker and shake with ice until frosty. Strain into a martini glass and top generously with the vanilla cold foam. Garnish with a sprinkle of matcha powder.

Why It Matters

Operators watching the low-ABV and premiumization trend should monitor YOSHI's traction. If matcha cocktails gain adoption comparable to espresso drinks, it could represent a significant volume opportunity—particularly in venues targeting younger demographics and wellness-conscious consumers. The non-dairy positioning also addresses ingredient sourcing preferences increasingly important to modern bar programs.

For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.

Written by FBM Publications Editors