The tea mogul of LA has some insights to share about the drink

Tea's reputation in the US needs a makeover, and an Angeleno is on a mission to fix that.

Josh Zad, a Los Angeles local, is the mind behind Alfred Tea (named after Batman’s butler), and he’s ready to change your perception of tea.

Forget the traditional, boring tea bag. This is the real thing, and Zad, who worked with a tea consultant to refine his offerings, has gone above and beyond to ensure that Alfred Tea delivers an experience that’s unique, surprising, and irresistibly tasty.

Zad invited me to meet him at Alfred Tea’s second location in Brentwood, LA, on its grand opening day in September 2018 (the original spot on Melrose Place was already thriving).

“This is probably the thirtieth drink we’ve made today,” said Jordan G. Hardin, the company’s food and beverage director, as he pointed to my iced matcha with coconut milk, which happened to be “lucky number 30.”

The shop is an Instagrammer’s paradise (even without the pink balloons marking its grand opening), and Zad fully embraces the trend of customers sharing photos of their beautifully crafted drinks on the popular platform.

(At the time of writing, Alfred Tea boasts an impressive Instagram following of 66.9K.)

“I figured if I could draw people in for a drink and a photo op, Jordan could then introduce them to the full tea experience — showing them that it’s much more than they think.” If they succeed, Zad’s confident they’ll keep coming back for more.

Both Zad and Hardin believe that tea deserves its moment in the limelight. While coffee has long had its place of respect, they’re convinced there’s space for tea too (even if they admit they might be a bit ahead of the trend).

While Hardin focuses on perfecting the tea itself, Zad is all about curating the ambiance of the shop. With its signature pink tiles, stylish décor, trendy quotes, and retail items for sale, Alfred Tea leaves a lasting impression.

But first, coffee.

You might have seen this catchy phrase around (it’s often displayed on a chalkboard in a coffee shop in my Brooklyn neighborhood), but it’s actually trademarked by Alfred Coffee.

Coffee is the go-to morning pick-me-up for many, and it was the first drink that Zad decided to build his business around.

Despite — or perhaps because of — coffee’s firm grip on the US market, Zad admits that stepping into the coffee scene was a bold move. With so many coffee shops around, especially in a place like Los Angeles, the risk was real.

On just Sunset Boulevard in Silver Lake, there are at least six “boutique coffee shops” to choose from. Zad calls it a “coffee mecca.” And yet, during a recent visit, Alfred was packed both inside and out. Whether it’s the laid-back atmosphere, the expertly crafted drinks, or the ever-popular avocado toast, LA’s café scene is buzzing nonstop.

With Los Angeles’ coffee market already so saturated — it may not rival Starbucks, but you don’t have to look far to find a shop serving fair trade beans — Zad shifted his focus to something that began to feel like the natural next step, even if others didn’t see it the same way at the time.

With each new tea drink Alfred Coffee created, Zad’s vision of an LA tea house became clearer. He brought Hardin on board to help bring it to life.

Hardin, who’s been in the food and beverage industry since childhood, found his true passion in beverages. When he saw the tea consultant job listing, he thought, “this is perfect.” He came on to consult, and together they crafted a vision for a modern, urban tea house.

Now, with a wealth of tea knowledge, Hardin oversees training, development, and menu creation at Alfred Tea Room. He also played a key role in the brand’s expansion to Japan.

Tea, yes; you, maybe.

The tea house’s motto is playful, charming, and a bit rebellious — exactly how Zad likes it.

Zad says the motto has been well received in LA, but it’s especially resonated in Japan: “There’s been a long-standing movement for female empowerment there, ensuring equal status. So, because it’s a bit pink and feminine, they’ve embraced it as an empowerment slogan.”

In Los Angeles, people have a more lighthearted take on the motto, but the tea itself is seriously crafted — though still approachable.

At Alfred, you won’t encounter any pretentious baristas or tea experts. Zad says, “I want the barista to ask, ‘Have you been here before? What do you like? What do you usually order?’”

He wants to create a space for conversation, encouraging people to explore new teas, flavors, and even the unique effects that tea can have.

While the health benefits of tea are fairly well known, Hardin’s goal is to make it a regular part of people’s routines — not just something they drink when they're focused on health.

Hardin’s advice is simple: “Start your day with coffee, then switch to matcha later, and you’ll be good. You’ll feel great.”

What he’s suggesting is that by swapping caffeine for theanine (the calming, brain-boosting chemical that promotes alpha brain waves), you can avoid the familiar crash that many coffee drinkers experience.

And it’s a compelling case: “I can drink matcha all day, stay sharp and focused, and never crash. It just feels great,” says Hardin.

And of course, it’s absolutely delicious.

But for Hardin, matcha is just the start. He’s eager to introduce new tea drinkers to the other four pillars of tea: Kombucha, Hot & Iced Teas, Chai/Tea Lattes, and Milk Tea/Boba. “Milk Tea and Boba usually go hand in hand, but many prefer Milk Tea without the Boba, which is an optional addition,” he explains.

Hardin notes that while there are plenty of great boba spots in LA, it’s a challenge to stand out in a city with a rich Asian heritage, where boba tea has been a staple for decades. It’s no small feat to earn the trust of this discerning community, not to mention convincing new customers — especially those who aren’t initially fans of tea — that boba isn’t just a passing trend.

Alfred Tea Room’s approach is to craft truly exceptional boba tea. Each batch, which takes about an hour to prepare, is made using freshly brewed, high-quality teas with no syrups.

Drink to this.

But Zad isn’t just focused on revamping tea’s reputation. He has other ideas in the works, and they include Mexican beer.

“I’ve been thinking for a while that no one is really doing anything exciting in the beer industry,” says Zad. His answer to that? Calidad Beer. The name “Calidad” translates to “quality,” and it’s a Mexican-style lager brewed in California — a smooth, easy-drinking beer.

The duo predicts that the IPA craze — with its intensely hoppy, bitter flavor — will soon fade, and in its place, they’re introducing a beer that’s “like Pacifico,” meaning light and refreshing.

It’s a wholesale-only offering for now, but a tasting room in West Hollywood will open when it launches this month.

First came coffee, then tea, and now beer. At first glance, it might not seem like the ideal trio, but Zad isn’t worried. “People trust me with Alfred now, so I’m telling them I’m making Mexican beer. What’s the worst that could happen?”

Zad’s confidence comes from his deep knowledge of his city. He grew up in Beverly Hills and was determined to open an Alfred there, even when brokers told him he was crazy because other businesses had failed in the area. He trusted his instincts: “I’m born and raised in LA. I know it like the back of my hand.”

Launching his business anywhere but his hometown was never an option for him.