in Euphorics has launched Matchatini, a matcha-inspired drink designed for both indulgence and brain care, in collaboration with Dr. Andrew Weil.
As the popularity of non-alcoholic beverages skyrockets, the Bella Hadid-backed Kin Euphorics once again stakes its claim as a leader in the functional drinks market. The global non-alcoholic beverage industry, valued at $820 billion in 2023, is expected to grow steadily, driven by a shift toward wellness-focused lifestyles and a preference for alternatives to traditional alcohol. Against this backdrop, Kin Euphorics has unveiled its latest innovation: Matchatini, a matcha-infused concentrate created in collaboration with Dr. Andrew Weil, the renowned expert in alternative medicine.
Designed to cater to the growing demand for sophisticated, alcohol-free options, Matchatini arrives ahead of Dry January. The new concentrate blends rich matcha with functional plant-based ingredients, promising both sensory pleasure and tangible wellness benefits. As Jen Batchelor, CEO and co-founder of Kin Euphorics, explains, Matchatini is more than just a drink — it’s an experience.
“As we continue to pioneer the non-alcoholic beverage space and redefine social rituals, Matchatini represents a significant step forward in our mission to inspire a revolution of feel-good revelry,” Batchelor said in a statement. “We designed Matchatini to provide a gentle yet invigorating lift that leaves you feeling both energized and grounded. Maca stirs your inner fire, Maitake brings balance, and Ashwagandha wraps it all together by soothing stress and cultivating a sense of calm. It’s perfect for your morning ceremony or an evening out on the town — just stir or shake with your favorite mixer for unforgettable moments and intellectual indulgence.”
Matchatini takes inspiration from the cult-favorite espresso martini but replaces the caffeine jolt with a smoother, more balanced energy boost. Its carefully curated ingredients aim to enhance both mind and body. Matcha delivers sustained energy without jitters, thanks to its combination of caffeine and L-theanine. Ashwagandha is a powerful adaptogen that helps calm the mind and reduce stress. Maca is known for its mood-boosting and pleasure-enhancing properties. And maitake mushrooms support overall well-being by balancing the body’s systems.
“I wanted to work with Kin Euphorics because I saw something unique in their approach to functional ingredients,” says Dr. Weil. “My mission is to introduce matcha’s healing benefits and matcha culture to wider audiences. I believe Kin Euphorics is the perfect partner to take matcha into a new context—elevating it to the top shelf. As co-creators of Matchatini, we worked closely together, refining the formula through several iterations to achieve the perfect balance. The result is a drink that reflects our shared commitment to quality, functionality, and mindful indulgence.”
For Dr. Weil, Matchatini represents an exciting evolution in the use of matcha. Known for its healing properties and cultural significance, matcha has historically been enjoyed in traditional tea ceremonies. With Matchatini, it steps into a contemporary, celebratory space. “This collaboration with Kin Euphorics allows us to bring the benefits of matcha to new audiences in an unexpected way,” he says.
As the non-alcoholic beverage market continues to flourish, Matchatini sets a high bar for what’s possible. Combining luxurious flavor, mindful functionality, and a touch of innovation, it is poised to become a staple for those seeking indulgence without compromise.
Redefining social rituals
Drinks like Matchatini are emblematic of a larger trend: the blending of culinary artistry with functional wellness. As consumers become more informed about ingredients and their benefits, brands like Kin Euphorics are meeting the demand for transparency and innovation.
For example, matcha’s rise in popularity has been meteoric. A report from MarketWatch predicts the global matcha market will exceed $5 billion by 2027, driven by interest in its antioxidant and mood-enhancing properties. Meanwhile, adaptogens like ashwagandha and maca are gaining mainstream appeal for their ability to help the body adapt to stress.
Founded in 2017 by Batchelor, Kin Euphorics has become the go-to brand for those seeking non-alcoholic beverages that align with wellness goals. The company’s range of products — from ready-to-drink cans to mixable concentrates — utilizes adaptogens, nootropics, and botanicals to support mental clarity, manage stress, and enhance social experiences.
Kin’s mission is rooted in changing the way people celebrate. “We’re redefining social rituals,” says Batchelor. “Our drinks aren’t just about replacing alcohol; they’re about creating a new kind of revelry that’s as indulgent as it is nourishing.”
Matchatini is the brand’s third concentrate in its made-to-mix line, joining other favorites like Dream Light and High Rhode. This launch underscores Kin Euphorics’ commitment to offering sophisticated, sustainable alternatives that don’t compromise on flavor or experience.
Kin Euphorics products are widely available at retailers such as Target, Sprouts, and Erewhon, as well as online at kineuphorics.com. Matchatini can currently be purchased through the brand’s website and will soon expand to Amazon, Sprouts locations nationwide, and select bodegas and bars in New York, Los Angeles, and Miami. Its accessibility ensures that this innovative product reaches both wellness enthusiasts and cocktail aficionados looking for something fresh.
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