Gyokuro, meaning "jade dew," for its pale green color, is a traditional type of Japanese green tea that's carefully shaded as it grows. The lack of sunlight makes the tea plants produce more chlorophyll, which means the resultant infusion is naturally sweet. It's very distinctive, and usually pointed out as one of the finest grades of green available from Japan. Buying it in loose leaf is usually fairly expensive, and this teeny-tiny 8oz can was $1.79, the same price as Ito En's 16.9oz bottles. You apparently pay quite a markup for the Bearded Elderly Man Seal of Approval.
I've never had cold gyokuro before, but it turns out this is fairly good - although it goes against your instincts, since I wanted to drink it very slowly to savor the gyokuro flavor, yet it was cold, I was thirsty and it was quite a temptation to just guzzle the entire baby-can in ten seconds or so.
The canned gyokuro is surprisingly tasty. Gyokuro can taste wretched if it's not brewed properly, which combined with how expensive it is means I'm usually too poor and too lazy to make it. This is definitely a nice brew, with a light and delicate, sweet vegetal flavor. You initially taste a very light sencha, which then deepens quickly into the natural sweetness that gyokuro is prized for. Once you've swallowed, the aftertaste is nice and grassy, and the that lightens and leaves a lingering sweetness on your tongue. I'm a little surprised that essentially the entire fun gyokuro experience is available in this can, and I didn't even have to get out my loose-leaf brewing pot (or get out of my chair, for that matter).
So, I'm torn. On one hand, this is the only pre-brewed gyokuro that I know of, and it's actually pretty good if you can avoid drinking the whole can on the first sip. On the other hand, Ito En is charging me $1.79 for a little over a cup measure full of it. Apparently proceeds from the Bearded Man Seal of Approval cans go to the Weil Foundation's holistic medicine research, so at least I can convince myself that I'm drinking tea for a good cause when I inevitably buy a cart full of these tomorrow.
Dr. Andrew Weil & Ito En: Gyokuro
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Notes: EXPENSIVE. No more expensive that most bottled drinks, but sort of disturbing to pay $1.79 for a can that looks like one of those little silly tomato juice cans you get at brunch. If you're really thirsty, or looking to be refreshed, this is not your bottled drink - try one of Ito En's 16.9 oz bottles of regular Pure Green or Jasmine Green. If you're looking for an enjoyable tea experience, or want to try gyokuro without the song and dance it requires to prepare, I recommend it.