Coffee vs. Matcha: Why Influencer Dritan Alsela Rejects Matcha in Coffee Houses
29 September 2025, Düsseldorf: The debate of coffee vs. matcha is heating up online, and one of the world’s most influential baristas has just made his stance crystal clear. Dritan Alsela, a coffee influencer with more than 1 million followers on Instagram, believes matcha has no place in coffee houses. Known for his honest approach and refusal to advertise products, Alsela has built his coffee empire on authenticity — and now, he’s taking a bold stand against what he calls a “trend drink” invading coffee culture.
A Life Built on Coffee, Not Advertising
“I have never used my platform to advertise a product. Not once,” Alsela says. Despite running three coffee houses in Düsseldorf, his own roastery, a barista school, and an online shop employing 80 people, he has never held up one of his own products in front of the camera and told people to buy it.
Instead, Alsela has remained committed to direct relationships with his customers. “100% B2C. I sell directly to end customers, not to chains, not to supermarkets, not to B2B deals – even though I could easily,” he explains.
From Sleeping Outside to Global Influence
His journey wasn’t easy. “I started from zero. I slept outside, I had no food, no drinks, and no money. But I was still happy – the same happiness I carry today. My success didn’t create my happiness. My happiness created my success.”
Today, his minimalist lifestyle remains closely tied to coffee. He doesn’t drink alcohol, soda, or artificial drinks – only coffee and water, without sugar or milk.
Matcha vs. Coffee: Drawing a Line
One of his latest statements has stirred debate online: his firm rejection of matcha in coffee culture. “Matcha is a trend drink. It tries to sneak into coffee houses. And as someone who has dedicated his life to coffee, I say: Matcha has no place in a coffee house. Coffee houses are for coffee.”
Alsela is clear that people are free to drink what they want – but not in coffee houses, which he believes should remain dedicated to the bean.
A Message of Authenticity
What makes Dritan Alsela’s words resonate is not just his expertise but his consistency. He built his platform without fake followers, agencies, or tricks. “Just me,” he says. “And I use it for one thing only: my opinion. My truth.”
He acknowledges he could easily cash in on trends like matcha, but refuses: “I’ve never fooled people and I never will.”
His message to followers is equally direct: “If this offends you, unfollow me. Block me. You’ll never hear from me again. That’s your freedom. Or you can stay, support me, and enjoy the show. Either way – I’ll keep telling the truth. Always.”
And with that, he signs off with a simple mantra that has become his identity: Respect the beans.
Also Read: Coffee Board Opens Draft Sustainability Standards for Indian Coffee to Stakeholder Feedback
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