Oatly chose Berlin to make history. The German capital, with its blend of avant-garde and green consciousness, became the epicentre of the new language of taste for two days. Under the slogan ‘The Future of Taste’, the Swedish oat drink brand presented its new Matcha Oat Drink and its first Future of Taste Report, in what can already be considered its most ambitious event to date: a meeting of innovation, aesthetics and sustainability that brought together the press, creatives, baristas and leading figures from European food & culture.
The trip began with the guests’ arrival at the Scandic Berlin Potsdamer Platz, where a small gift awaited them in each room: a chilled bottle of Oatly Matcha Oat Drink, a chocolate bar and a bandana, the first clue of what was to come. Berlin welcomed us with grey, damp and perfectly autumnal weather.
In the evening, Oatly hosted a welcome dinner at Oukan, the Michelin-starred vegan restaurant that has redefined plant-based cuisine in the city. Surrounded by concrete walls, soft lighting and a minimalist soundtrack, the chef’s dishes transformed the dinner into an almost meditative experience. Each bite seemed to speak to Oatly’s philosophy: innovation, transparency and conscious pleasure. The conversation flowed between journalists, content creators and baristas. Everyone shared the same feeling: something was changing in the culture of taste, and Berlin was the perfect place to celebrate it.
The main event took place at Cank, an industrial space converted into a sensory laboratory for the occasion. The day kicked off with a series of panels and talks led by Rowena Roos, Global Head of Food and Drinks Experience at Oatly, alongside the CultureLab team, who presented the findings of the Future of Taste Report.
The report, based on interviews with more than 230 baristas from 23 countries, identifies the trends that are defining how, what and why we drink. From the emergence of ‘fibremaxxing’, the revolution of fibre as a new super ingredient, to the rise of matcha and Asian teas as alternatives to coffee, to the search for guilt-free pleasure and drinks with local identity. ‘Flavour is becoming a form of cultural expression. We no longer drink just for energy or habit, but for connection,’ said Roos.
In the afternoon, we took part in two immersive experiences. At the Signature Drink Masterclass, Oatly baristas guided guests in creating personalised drinks inspired by the new Oatly Lookbook Autumn/Winter 2025: a compendium of recipes, colours and textures that reinterpret the latte aesthetic from an artistic and sustainable perspective.
A few metres away, the Creative Corner brought together Isla Berlin and designer Sarah Heartmann, who transformed the space into a pop-up workshop of plant-based creativity. There, guests could make their own charm, cup holder or set of press-on nails inspired by the colours of matcha and Berlin club culture. A nod to the DIY spirit that Oatly has successfully incorporated into its identity: pop culture, irony and awareness in equal measure.
After a break to rest, it was time for the grand finale: the Oatly on the Rocks party. Under green lights and looped projections of oat grains falling to the beat, Stella Bossi took to the decks and turned the event into a ritual of liberation. Between glasses of Matcha Oat Drink on the rocks, ube mocktails and bars decorated with edible flowers, the atmosphere began to darken in true Berlin style. The feeling was clear: drinking well no longer means drinking more, but drinking with intention.
With its new drink, Matcha Oat Drink, made with organic matcha, oat base and a touch of vanilla, Oatly redefines what it means to enjoy without compromising on health or the planet. Rich in fibre, calcium and 100% plant-based, it comes in 1L and to-go formats, perfect for accompanying your daily routine or enhancing your mid-afternoon break. Oatly didn’t just launch a product; it presented a vision. One in which flavour, sustainability and culture are in balance.
To learn more about the brand, visit oatly.com.
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