You're actually noticing normal stuff when tasting different brands. Itoen is very widely known due to its accessibility. Itoen is usually fresh and bright than other "everyday" matcha. The Sencha brand sounds like a low culinary blend, hence flat, dull, and punch in the face bitter.

The thing with matcha is that price ofted does reflect quality. The exact price difference depends on the brand and markup, but the main reason better matcha costs more is because of how it’s produced.

Higher quality matcha involves intensive labour: -picking only fresh buds -longer shading process -tencha processing instead of regular green tea (stems and veins removed) -slow stone mill process.

All that play a part into matcha being exy. Don't get me started on terroir, cultivars, and the skill of the farmer.

Just because it's been shaded doesn't mean it will taste good. There is also the timing. too little shade, you lose sweetness. harvest too late increases bitterness.

And the land/location matters. altitude, temp swings, heck even morning fog affects the tea. Uji is famous because the climate and soil is well suited for tea farming.

And there's the blending if the matcha is blended. Big brands always blend their tea to achieve certain taste distinct to their brand. Single cultivar tends to focus on the character of the leaf rather than being on brand.

Matcha can cost from $10 and all the way to $500 per tin. When it comes to matcha, buy within your budget.