Drinking world-class matcha provides an epicurean experience along the lines of a truly great wine. Forget the health benefits of either for a moment, and let’s just concentrate on taste.
World-class matcha really is like a world-class red like Domain Romanee-Conti in many respects: both are heady, have perfect balance, have umami in spades, have acidity that’s racy and almost electrifying, have multilayered flavors and aromas on both front and mid palate, and have a long, smooth finish.
Lots of agricultural similarities, too: geography, soils, amount and intensity of sunlight, humidity, rain, harvest time, fertilizer….
And then we have similarities of craft: harvest timing, method of picking, processing procedures, aging, blending… ALL of these factors dramatically affect the final product, be it matcha or wine.
That said, it’s also important to note that, just as there is no shortage of truly bad wine in the world, the markets are full of very, very poor quality matcha. matcha packaging Much of it starts off bad (by poor/cost-cutting agricultural techniques, and by machine harvesting new growth, stems and all) and winds up much worse: poor storage, excess supply, and a “race to the bottom” in price all add up to matcha that is either sugared (meaning, sugar has been added to it to make it palatable), badly oxidized (resulting in a hay-like color and aroma), or simply lifeless and dead, bitter, dusty, and forgotten.
It is vile stuff; most unfortunately, this dead, cheap matcha is the only experience with matcha that many people have. If you’ve tried matcha and didn’t like it, join the club. That is what you had, and it’s ubiquitous.
Bad matcha is actually much worse than Two-Buck Chuck; it’s more like pouring a glass of “cooking wine.” Which is what it is, in essence: most matcha is meant for culinary purposes. It may still have enough of a “matcha” taste to taste OK as green tea ice cream, as cookies and cakes and all kinds of confections. The fats and sugars in those confections will often mask off-flavors, and the result will be quasi-acceptable.
Great matcha is very, very different. It is meant to be drank, like wine, not used as a cooking ingredient. (We doubt there is anyone on earth who dumps half a bottle of Echezeaux into a pasta sauce.) All of the amino acids, umami, and acid structure of great matcha remain intact when brewed into a nice cup, but are destroyed/rendered undetectable if fat, sugar, and heat enter the picture.