Japan may have invented the tea ceremony, but that doesn’t mean that every occasion to drink the beverage is considered a solemn cultural experience. Modern residents of Japan don’t generally have the time for a highly ritualized brewing and sipping of a cup of tea, and are instead far more likely to satisfy their cravings with an inexpensive bottle of green tea bought from a vending machine or convenience store.
But swinging the pendulum back the other way is beverage company Ito En, which is releasing a super-premium bottled green tea made with Japan’s highest quality leaves, and an eye-popping price to match.