Privacy policy

This Privacy Policy explains how AD ASTRA HOLDCO LIMITED ("Mori Matcha", "we", "us", "our") collects, uses, and protects your personal data when you visit drinkmori.co.uk or place an order with us. We are registered in England and Wales (Company No. 16884640), with our registered office at 128 City Road, London, EC1V 2NX.

We are the data controller for the purposes of the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

What data we collect

  • Email address and quiz responses — when you sign up to our newsletter, claim a discount, or complete our matcha quiz, we collect your email address and (for the quiz) your answers and the persona/result generated from them.
  • Order and payment data — when you make a purchase, your order details and payment are processed by Shopify. We receive your name, email, delivery address, and order details. Payment card information is handled directly by Shopify and is not stored by us.
  • Usage and identified analytics data — we use PostHog to collect analytics about how visitors use our website (pages viewed, session duration, interactions). If you sign up, claim a discount, or complete our quiz, we link your PostHog analytics profile to your email address and, where you go on to place an order, your name and Shopify customer ID — this data is not anonymous once identified in this way.
  • Browsing and cart behaviour via Klaviyo — Klaviyo tracks on-site behaviour such as products viewed, items added to cart, and checkout started, and links this activity to your email address once you've provided it, so we can send you relevant marketing (e.g. abandoned cart emails).
  • Advertising identifiers and browsing behaviour — we use the Meta (Facebook/Instagram) Pixel and the TikTok Pixel to understand how visitors interact with our site and to measure the effectiveness of advertising. These may collect information about your activity on our site and associate it with your Facebook/Instagram or TikTok account if you are logged in.
  • Data shared directly with Meta and TikTok for advertising measurement — in addition to the pixels above, we share certain order and checkout information directly with Meta's and TikTok's servers ("Conversions API"/"Events API") to improve the accuracy of advertising measurement. This includes your email address, phone number, name, and delivery address (sent in hashed, non-human-readable form), together with your IP address and browser user-agent and advertising cookie identifiers (_fbp/_fbc for Meta, _ttp/ttclid for TikTok). This happens both when you start checkout and when your order completes.

How we use your data

  • To process and fulfil your orders and manage your subscription.
  • To send you marketing emails if you have opted in. You can unsubscribe at any time using the link in any email.
  • To improve our website and understand how customers use it, including via identified PostHog profiles as described above.
  • To send relevant marketing based on your on-site behaviour (Klaviyo).
  • To measure advertising performance and build relevant audiences (Meta Pixel and Conversions API, TikTok Pixel and Events API).
  • To personalise quiz results and follow up by email based on your quiz answers.
  • To comply with our legal obligations.

Legal basis for processing

  • Contract — processing your orders and managing your subscription.
  • Consent — sending marketing emails; use of analytics and advertising tracking.
  • Legitimate interests — improving our website and understanding our customers, where this does not override your rights.

Third parties

We share your data only with third-party services necessary to operate our business:

  • Shopify — e-commerce platform, checkout, payment processing, and subscription management.
  • Klaviyo — email marketing platform and on-site behavioural tracking.
  • PostHog — product analytics, including identified profiles as described above.
  • Meta (Facebook/Instagram) — advertising measurement via the Meta Pixel and Conversions API.
  • TikTok — advertising measurement via the TikTok Pixel and Events API.
  • Quiz automation provider — if you complete our matcha quiz, your email address and quiz answers are also sent to our marketing automation tool to trigger relevant follow-up emails.

We do not sell your personal data to third parties.

Data retention

We keep your personal data for as long as is necessary for the purposes it was collected, or as required by law. Order data is retained for six years to comply with UK tax obligations. Marketing consent records are kept until you withdraw consent.

Your rights

Under UK GDPR you have the right to:

  • Access the personal data we hold about you.
  • Request correction of inaccurate data.
  • Request deletion of your data ("right to be forgotten").
  • Object to or restrict processing in certain circumstances.
  • Withdraw consent at any time where processing is based on consent.
  • Lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk.

To exercise any of these rights, please contact us at harper@drinkmori.co.uk.

Cookies

Our website uses cookies and similar technologies (including browser local storage) for analytics (PostHog), email marketing personalisation (Klaviyo), and advertising measurement (Meta Pixel and Conversions API, TikTok Pixel and Events API — including the _fbp, _fbc, and _ttp cookies). You can manage or block these via your browser settings; doing so may affect how relevant our marketing is to you but will not affect your ability to place an order.

Contact

If you have any questions about this Privacy Policy, please email us at harper@drinkmori.co.uk.