It's called Mucha Matcha. It's Asian-owned. This is their ceremonial grade Uji. It doesn't smell very bitter, it smells very soft, like soft and earthy. It is not bitter or astringent at all. It's very soft and it has this like roasted, nutty, creamy taste that I've never had from a matcha, like to this extent before. But in terms of like the umami level, it's definitely not like super umami. It's a little bit softer than what I'd like, even for just daily drinking. If you're getting into matcha and you don't like the bitter taste and you want something that's accessible, this is quite nice. This would be a very good matcha to use when you're like experimenting with different flavors or purees or jams. This would be the one that I would probably pick for when I'm making strawberry matcha lattes or vanilla bean matcha lattes. I would probably keep this in my fridge for those times I have friends over, they want a strawberry matcha latte.