A WESTERN AWAKENING
The global yerba maté market is worth a staggering $2.2 billion, projected to soar to $3.7 billion by 2033.
Latin America leads with a 74% share of the global maté market, where it’s consumed six times more than coffee. It’s the national drink of Argentina, Paraguay, Uruguay, and Brazil.
In the UK, most maté sales come from the Latino community. With just 250,000 Latinos and little uptake among Brits, the market remains small and niche.
So why hasn’t this natural superbrew — known for energizing and relaxing at once — made it big in the West?
Two Key Barriers:
👅 THE TASTE
Roughly 90% of yerba maté is smoke-dried, producing a flavour often described as “bitter and earthy.” Unsurprisingly, it doesn’t always land with Western palates.
🧉 THE GOURD
Traditionally, maté is consumed through a hollowed gourd and bombilla straw. Though culturally rich, it's a bit too fussy for modern, on-the-go lifestyles.
YERBA MATÉ REMASTERED
🌿 UNSMOKED — A Clean, Refreshing Alternative
Unlike the 90% smoke-dried variety, a small but growing 10% of maté producers use indirect heat (from a boiler) to air-dry their leaves — no smoke involved.
The result? A refreshingly clean, smooth taste with none of the bitterness. Even better, it pairs beautifully with bold, modern flavours like guaraná, tropical and forest fruits.
☕ MUG FRIENDLY — No Gourd Required
We’ve been devoted maté drinkers for over a decade. These days, we skip the gourd and brew with a quality infuser or French press, paired with a go-to mug.
For many in the West, the gourd is a charming barrier — rich in tradition, but out of step with modern pace.
To make maté a true daily ritual, prep needs to simple and intuitive.
