A WESTERN AWAKENING

The global yerba maté market is worth a staggering $2.2 billion, projected to soar to $3.7 b by 2033.

Latin America dominates with a 74% market share, where maté is consumed at a ratio of 6:1 over coffee. It is the national drink of Argentina, Paraguay, Uruguay, and southern Brazil.

In the UK, the majority of sales come from the Latino community. But with only 250,000 Latinos and minimal consumption among native Brits, it’s fair to say the UK maté market remains small & niche.

So why hasn’t this natural super brew, known for its unique ability to energize and relax simultaneously, been embraced by health-conscious Westerners?

Two Key Barriers:

       1.  The Taste - A Result of Traditional Processing

Roughly 90% of yerba maté is smoke-dried, resulting in a flavour often described as “bitter, earthy, and acquired.” Unsurprisingly, it doesn’t always resonate with the Western palate.

      2. The Gourd - An Unfamiliar Consumption Method

Traditionally, maté is consumed through a hollowed gourd and bombilla (metal straw). While culturally rich, this method is intricate and impractical for modern, on-the-go lifestyles.

YERBA MATÉ REMASTERED

          1. 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, contemporary flavours like guaraná, tropical blends, and forest fruit

         2.  Mug-friendly  - No Gourd Required

I’ve been a devoted maté drinker for over a decade. While I began with the traditional gourd, for years now I’ve brewed it with a stainless steel infuser or French press - enjoyed in my favourite mug or travel flask.

For most Westerners, the traditional gourd is a well-meaning barrier to entry. To bring this South American super-brew into our daily lives, preparation must be simple, fast, and familiar.

That’s why YERBALICIOUS is committed to being a mug-friendly, gourd-free marketplace.

As part of our mantra, every new customer receives a free stainless steel infuser - making your first maté experience smooth, effortless, and enjoyable.

Unsmoked maté checks every box - taste, focus, nutrition - and outshines coffee on all fronts.

Ignite your day the maté way!

Much love

Tom Green - Founder

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