Guayakí Yerba Mate announced May 2, 2025 the company would undergo a rebrand changing the name to Yerba Madre. For industry insiders, distributors, and suppliers this might seem like old news. But for consumers and general public the rebrand may still be unfamiliar.
Yerba Madre’s story began in 1996, when the company was founded in California with a mission to share the cultural tradition of yerba mate. The original brand name, Guayakí, was derived from a first partnership (in 2002 with the Aché Kue Tuvy community in Paraguay). What began as a single partnership increased to 255 family farmers and Indigenous communities across Argentina, Brazil, and Paraguay. By 2007, the brand became an early certified B Corporation, reinforcing its commitment to social and environmental impact, and in 2009, it introduced the first fair-trade certified yerba mate under the Fair for Life standard. The company deepened its sustainability focus in 2022 by sourcing Regenerative Organic Certified yerba mate and sugar cane. Today, Guayakí officially rebranded as Yerba Madre, marking a new chapter centered on regenerative agriculture and indigenous partnerships. This August, the launch of the Watermelody flavor became the first product released under the new name symbolizing both continuity and renewal for the brand’s next era. Elements of the new can feature the iconic yellow coloring with updated design elements.
Consumers familiar with Guayakí may need time to connect the dots with Yerba Madre. Rebrands risk temporary confusion in name recognition. Packaging and branding shifts csn spark customers to look for change. In fact, some users on reddit flagged concerns: “They’ve been using Yerba Mate as their brand from the beginning… now they ‘rebrand’ with the same look…” Different markets implementing the new name across products can take months. This means store shelves may have mixed branding in during this period.
Yerba Madre’s CEO Ben Mand stated on a Linkedin post “Guayakí is now Yerba Madre. Yerba Madre means Mother Herb. It’s a tribute to Mother Earth and to the Indigenous communities who’ve cultivated yerba mate for generations.” This is not just a rebrand for the company, it is an emphasis on brand legacy.
The decision to devolop a new name began in 2024. The goal behind the rebrand was to continue the company’s mission while embodying cultural identity and indigenious communites. But the commitment to regenerative practices has not changed. For almost 30 years, the company has been sharing yerba mate loose leaf, cans, and bottles in North and South America with the same regenerative vision that the Semillas initially started with! Yerba Madre is positioning itself as a purpose-driven beverage, not just a trendy energy drink.
“This rebrand is about coming back to our roots and recommitting to the mission that inspired the company decades ago,” said Alex Pryor, co-founder of Yerba Madre. Yerba Madre honors communities who have grown the yerba mate plant while ensuring the regeneration of the forest and its sacred value.
Yerba Madre felt the old name did not fully communicate heritage, land, and a community-focused story now being highlighted. “We’re not changing who we are – we’re naming it” (Emily Kortlang CMO). The changes being implemented will not take away from the brand reputation Yerba Madre has spent years establishing.
The ready-to-drink tea category is qucikly growing. Yerba Madre is the clear number one market share leader claiming 85% market share in all of North America. Its products are available in over 45,000 retail locations across the U.S. and Canada. Updated branding, new flavors, and entry into different marketing arenas (athletic partnerships) the rebrand backs a growth strategy.
As Yerba Madre steps into its next chapter, the brand stands as a bridge between ancient tradition and modern sustainability. It’s more than a caffeine alternative it’s a living expression of agriculture and indigenous partnerships. While the new name signals evolution, the community that built Guayakí remains intact. As the rebrand rolls out, look for refreshed packaging, new regenerative certifications, and deeper storytelling. Whether you’re a longtime fan or new to the ritual of yerba mate, Yerba Madre invites you to stay grounded in its roots while honoring communities that keep tradition alive.
