At the start of June, cricket franchise Royal Challengers Bengaluru (RCB) ended a 17-year wait by winning the IPL trophy after a tight final against Punjab Kings. It was a moment of triumph for the team and its star player, Virat Kohli, but also – indirectly, at least – for Diageo.
Reading the tea leaves: brands weigh up matcha’s prospects
Demand for matcha is simmering away, fuelled by health-conscious younger consumers, but it’s not clear how big the market might become.
Dean Best April 17 2025
