Today we’re diving into a story that perfectly illustrates what it takes to scale a premium brand in today’s competitive eCommerce landscape.

If you’ve been paying attention to the wellness and café scene lately, you’ve probably noticed matcha is having a serious moment. It’s everywhere – from your local café’s menu to your Instagram feed. And whilst that wave of popularity creates incredible opportunity, it also brings unique challenges.

Today’s guest, Erin Lindwall, is the founder of Matcha Yu Tea – a premium Australian matcha brand that’s doing something remarkable. Despite facing a global matcha shortage, increased competition, and all the complexities of sourcing an authentic product steeped in Japanese tradition, Erin has nearly doubled her online sales and built a thriving wholesale division.

But here’s what makes this story particularly interesting: Erin isn’t trying to be the cheapest matcha on the market. She’s not competing for supermarket shelf space. Instead, she’s built a brand around authenticity, quality, and a deep connection to Japanese culture – sourced directly from family tea farms in Japan, packaged in compostable materials, and sold to customers who value the story and experience as much as the product itself.

This is a masterclass in understanding your customer’s buying psychology and marketing accordingly. Because when you’re selling a premium product, you can’t market like a mass-market brand. You need different strategies, different messaging, and a completely different approach to growth.

In today’s episode, we’re going to explore how Erin built those supplier relationships in Japan, how she’s navigated the global matcha shortage whilst scaling, what digital marketing strategies have actually moved the needle for her business, and how she’s positioned Matcha Yu to stand out in an increasingly crowded market.