Social Currency with Sammi Cohen Why I Shut Down My Matcha Business
Oct 10, 2025
Ever thought about turning your passion into a business, only to find it exhausting? Sammi dives into her rollercoaster journey of launching a matcha brand during business school, highlighting the harsh realities of entrepreneurship. From pivoting her product strategy to navigating the pandemic's impact, she shares how she rediscovered her identity after closing the business. With humor and honesty, Sammi illustrates that sometimes walking away can be a powerful move, opening doors to new passions and opportunities.
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Pitch Competition Humbling
- Sammi entered the BevNet new beverage showdown and made the finals despite lacking real distribution.
- She admitted she exaggerated progress on the application and didn’t win, which she later saw as a blessing.
Refrigerated Products Multiply Costs
- Refrigerated glass bottled beverages massively raise cost and logistics complexity.
- Those added constraints can make early commercialization practically impossible without deep capital.
Pivot To A Concentrate Product
- Sammi pivoted Tanner's Tea from a refrigerated latte to a concentrate aimed at fast-service customers.
- The concentrate sold on the value of speed and ease for cafés, offices, and restaurants.