Meet the Sisters Behind Muracha: The South’s New Must-Try Matcha

For sisters Megan Lore and Katie Roth, matcha is about more than a caffeine fix. Inspired by the mindful ritual of preparing it — and a shared appreciation for design, hospitality, and Japanese craftsmanship — the duo launched Muracha to offer an elevated-but-accessible matcha experience. Whether scouting cafes in their home cities of Atlanta and Nashville, wandering the streets of Paris for inspiration, or collaborating with Japanese tea farmers, they approach every detail with intention. We caught up with them to learn more.

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Where did you grow up, and how did you land in your current home cities of Atlanta and Nashville?

Megan: Our parents are both from New York, but Katie and I grew up in Florida and spent our summers out East. We had a close-knit, fairly traditional upbringing.

I went to Florida State and moved to Atlanta in 2014, beginning my career in sales before joining a beauty startup … Around the same time, I launched one of Atlanta’s earliest food-focused Instagram accounts, which helped me build meaningful relationships across the city’s culinary scene.

I eventually founded my own agency, which I ran for eight years before selling it in 2024. Along the way, I met my husband, who’s from Atlanta, and the city became home.

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Katie: I knew early on I wanted to attend Belmont for their Music Business program, so I moved to Nashville in 2013 and have been here ever since. I had a past life in the music industry, working in publishing with some of the best writers in town. Nashville is very much home to me.

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Why matcha?

Megan: I’ve been a matcha person for most of my adult life. I do not drink coffee and never have … What drew me in was the combination of how it makes me feel and how much there is to learn about it.

… I realized how little transparency existed around quality, sourcing, and the people producing it. I also felt that nothing in the category was as beautiful as matcha was beneficial. I saw an opportunity to create a brand that paired an exceptional product with a more thoughtful, design-led experience.

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Katie: I was strictly an iced Americano girl before Megan introduced me to matcha. I quickly noticed the difference in the way it made me feel, a calmer energy. The more I learned, the more I realized how similar matcha is to wine — I love wine — and how the origin, the process, the people really play into what you’re drinking. And often, that’s a story left out of so many brands’ storytelling.

The look and feel of Muracha’s packaging is stunning. When I think matcha, I think “ceremony” … do you view the branding as part of the experience?  

Megan: Absolutely. We’ve always viewed the branding as part of the experience. I think of making matcha as a practice, similar to yoga: you have to show up, slow down, and take a moment for yourself. You become more confident each time you make it, and the experience evolves with you.

We wanted every touchpoint, from the tin to the tools, to support that practice and make it feel beautiful, approachable, and worth returning to each day.

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What’s it like working together? 

Megan: Working together as sisters is incredibly special. We have a deep level of trust, a shared vision, and a genuine understanding of one another’s strengths. Like any partnership, we’re always learning how to communicate and work together more effectively, and having a business coach has been a valuable part of that process.

Katie: It’s so fun … I’m a bit more left-brain, and Megan is more right, so when we come together, it’s a pretty great combination. 

Muracha isn’t a first venture for either of you. What advice would you give to aspiring entrepreneurs?

Megan: Start before you feel completely ready. Most entrepreneurs are figuring things out as they go, and experience is often something you earn by doing, not something you need before you begin.

Be willing to do the unglamorous work, stay close to your customer, and keep putting yourself in rooms where opportunities can happen.

Consistency, resourcefulness, and the ability to keep moving when things feel uncertain will take you further than having the perfect plan.

Katie: Just do it. I received advice early on in my career … no one else knows what they’re doing. Everyone is figuring it out, too. So as long as you have the work ethic to keep going, there’s really nothing that can stop you. 

What are your favorite Southern-based brands?

Megan: Weezie, Ann Mashburn, and Hanni … Each has built such a distinct point of view and proves that you don’t have to be based in New York or Los Angeles to create something culturally relevant and nationally recognized.

I think brands being built outside those traditional hubs are often dismissed or underestimated, when in reality, some of the most interesting and original work is happening in the South.

Katie: I’m in love with LAKE Pajamas … In Nashville, Yearly Co and Ranger Station are favorites.

When you’re not working, where can we find you?

Megan: I love spending time with my husband, Steve, and our two-and-a-half-year-old son, Jack. We love exploring the city together, especially through food. On Saturdays, we’ll often create our own mini food crawl: starting at a new café, stopping by a restaurant or two, and ordering a few things to split along the way. All while making sure we’re home in time for a nap!

Katie: You can usually find me at the gym or catching up with friends over dinner. I love trying new restaurants around Nashville.

Where do you find inspiration?

Megan: I find the most inspiration through travel, especially in how different cultures approach hospitality, food, and everyday objects. I’m always paying attention to the details: the packaging, the table setting at a beautiful restaurant, the materials used in a hotel, or the colors and textures of a room.

Art, fashion, and interiors are also constant sources of inspiration for me.

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Katie: Travel is definitely one of my biggest sources of inspiration. I love a good solo trip and just getting lost in a different city, taking it all in. We’ve traveled to Japan a few times this year, and absorbing the streets, food, and their unmatched hospitality is always quite special. 

Paris is also another one of those cities. The fashion, the products, the architecture. I was on a solo trip there last year when we were concepting our tin designs and would just walk through the shopping district for hours, taking photos of candles, hair brushes, and anything I could find for inspiration that felt more aligned with fashion, beauty, and home rather than just traditional food and beverage. 

What are your favorite spots to eat and drink?

Megan: For a meal [in Atlanta], The Chastain is always at the top of my list. It has a Michelin Green Star and sources many of its vegetables and herbs from the garden just outside the restaurant. It is thoughtful and elevated without feeling overly formal, and the burger is genuinely one of the best in the city. We’re also incredibly proud that they serve Muracha in their café.

Katie: If it’s a Friday night [in Nashville], the odds I am at Butterlamp Bread & Beverage are quite high. Their wine selection and light bites are the best in the city. For dinner, I’m probably rotating between Rolf and Daughters, Lockeland Table, and Folk.

For a fun weeknight adventure, my friends and I frequent Miel’s wine classes. I love learning all about the different regions and producers. If I’m in need of a sweet treat, I’ll be at Culture Club in Wedgewood-Houston. Yes, the line is worth it — their dairy-free coconut is my favorite. Not to mention, they also serve our matcha, which is a great excuse to go there.

And finally, we always ask — what’s the best piece of advice you’ve ever received?

Megan: The harder you work, the luckier you get. 

Katie: Don’t let perfect get in the way of progress. Nothing will ever feel completely perfect, so start early and figure it out along the way.

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