I believe the next big wave in beverage is natural energy from a single source.
By jimmy-decicco · September 17, 2026 · Curated by George's Blog
I believe the next big wave in beverage is natural energy from a single source. Nothing synthetic. Nothing artificial.
The yerba mate (mah-tay) plant is a naturally caffeinated leaf native to South America. The plant is packed with theobromine, polyphenols, and amino acids. It's clinically proven to provide a smooth, sustained boost without a crash when compared to synthetic energy drinks.
As an ingredient, yerba mate feels a lot like creatine did in 2010: understood by a passionate few, but not yet embraced by the mainstream. And its Indigenous, ceremonial roots remind me of matcha before matcha became a movement.
Yerba Madre is leading this movement. It's the fastest growing brand in the RTD tea category with the highest velocity and the highest profit per unit in the c-store channel.
My job title will tell you that I'm biased about this. So biased that this brand has become my livelihood. I'm not just betting on yerba mate as a category, I've staked the next chapter of my career on bringing it to life.
Yerba mate is next. Yerba Madre is now.
See you at NACS, Booth N937.