My experiences with matcha lattes from local coffee shops and boba shops have been unreliable– sometimes good, sometimes bad, never just right. I became accustomed to settling for any matcha latte available that wasn’t excessively sweet or grassy. However, with the rising popularity of matcha, now the options are endless. Its traction calls for a new mission into exploring Austin’s never-ending food scene.
From social media to your local cafe and boba shops, there is no doubt you can find the rich green matcha drink almost anywhere.
Originally from Japan, Matcha is green-tea in a fine powder form. It is derived from the leaves of the Camellia sinensis plant and comes in culinary or ceremonial grade. Matcha has lower caffeine levels than coffee and more amino acids which makes it a healthier caffeine alternative.
Leigh Anne Greenberg launched Magick Matcha in 2021, driven by her Ayurvedic wellness journey and introduction to matcha. The shop, one of the few in Austin that specializes in matcha, graduated from a food truck at the South Congress mobile food spot, The Lawn, to a pocket next to Allen’s Boots on the same street.
The walk-up window provides easy grab-and-go service while strolling down Austin’s most iconic strip. The space has a whimsical aspect to it. Decorations line the back shelf and a sign hangs framed with little flowers. Magick Matcha plays into creative drinks with colorful milks or “mylks” ranging from blue to pink. The mylk used in the special drinks is the typical milk or milk alternative found in a matcha latte colored with different ingredients. Each delivers an aesthetic, colorful and picture-worthy drink.
On my visit, I met business manager Bunni Lewis, who crafted a signature Pink Dream for me. The beet root powder gave the oat milk a bright pink hue and the strawberry syrup added a hint of flavor and sweetness. The ceremonial grade matcha was mixed with coconut water for added hydration and a fresh taste.
Lewis and I chatted for a while since the cold weather wasn’t driving much clientele, a sacrifice when lacking an indoor space. She told me the line can wrap around the store next door in nice weather.
“It turns out that there are a lot of food bloggers (that have turned) their attention over to us suddenly,” Lewis said. “It’s really exciting and unprecedented, but also was the plan and the goal all along.”
Magick Matcha has a traditional matcha latte and variations with flavored syrups and espresso. They even offer a THC add-in. They also serve lattes, americanos and other teas too. Of course, their focus is matcha itself.
With over a decade in the barista and cannabis industry, Lewis said that the company’s expressive freedom and creative spirit is one reason she’s stayed with Magick Matcha since 2022.
“We don’t have to pay anybody to do our branding or try to make people curious or excited about it, we’re really just being ourselves,” Lewis said.
Lewis said the curiosity surrounding matcha and the overall intrigue is what Magick Matcha targets to create a unique experience for customers. She said she enjoys connecting with people over a drink.
“We are all inspired and passionate about doing this right because we have been so fortunate to create and cultivate this community together,” Lewis said. “We would love to be able to offer that to anybody who wants a piece of it, even if it’s just for a few minutes while they’re exploring South Congress.”
I soon discovered I wasn’t the only one writing about this trending drink.
ATX Bites blogger and UT Alum Shveta Moller caught onto the growing circulation of matcha within the city and was inspired to write her most recent post, “Where To Get The Best Matcha In Austin.”
“I didn’t write anything all last year, but then I noticed there was this explosion of matcha becoming available everywhere,” Moller said. “To me, that was just like, ‘Holy cow, not only are people having matcha on their menu, but there are exclusive matcha only shops,’” Moller said.
For Moller, this newfound access to matcha is something she’s excited to have stick around.
“I hope that we start to see even more places that do it, because I love it,” Moller said. “I love it so much and I don’t ever feel guilty about drinking matcha at any time of the day,” Moller said.
Both Moller and Lewis invite matcha lovers and first-time triers to indulge in their curiosities and get to know all that the drink has to offer.
“Just try it and see how you feel,” Moller said. “Be willing to experiment and try something new.”
