New Category Entry for Fast-Growing Tea Brand Saint James Iced Tea has launched Saint James Yerba Mate, its first beverage line outside its existing organic iced tea portfolio. The move expands the brand into the growing yerba mate category while maintaining its focus on clean, organic ingredients. Available in three flavors—Mango Passionfruit, Raspberry Lemon, and Strawberry Tangerine—each 16oz bottle contains 150mg of natural caffeine, 20-25 calories, and 3-4g of sugar. The product is certified organic and non-GMO, with yerba mate leaves ethically sourced in South America. "Our consumers already turn to Saint James as part of their daily routine, so creating a more functional option was the next logical step," said Brenden Cohen, co-founder and co-CEO of Saint James Iced Tea. "Saint James Yerba Mate delivers the same quality and taste our customers expect from us, now with a more substantial amount of natural caffeine."

Celebrity Campaign and Distribution Push The launch is supported by a national multi-celebrity campaign featuring NHL player Jack Hughes, former NFL player and media personality Victor Cruz, and entrepreneur Isabela Rangel Grutman. The campaign, shot by photographer Yulia Gorbachenko, targets consumers across out-of-home placements, sampling programs, and college and athlete partnerships through the fall. "We're thrilled to be partnering with Isabela, Victor, and Jack for this launch," said co-founder and co-CEO Brad Neumann. "Everyone's day looks different, and so does the role Yerba Mate plays in it. Whether they're training at the gym, leading business meetings, running to parent-teacher conferences, or simply getting through a busy day, our partners are all drinking Saint James to power them through their packed schedules—and that's what connects them." Saint James Yerba Mate is available now on Amazon and SaintJamesIcedTea.com at $39.99 per 12-pack. Retail distribution is expanding to more than 7,500 doors through the end of 2026, with major partners including Kroger and Albertsons nationwide.

Rapid Growth Continues The launch follows a period of significant expansion for the brand.

Saint James Iced Tea reported 164% year-over-year growth in August 2026, with distribution exceeding 25,000 retail doors across the U.S. and Canada. Earlier in August, the brand launched at Costco with an exclusive variety pack, and announced a nationwide partnership with fast-casual chain Just Salad, bringing its traditional tea flavors to all 120 U.S. locations. The brand's new yerba mate bottles feature a redesigned green and chrome label on 100% recyclable and resealable aluminum packaging.

Why It Matters

The entry into yerba mate positions Saint James within a competitive energy-beverage segment as consumers seek functional, organic alternatives to traditional energy drinks. The brand's backing by John M. Ferolito, co-founder of AriZona Iced Tea, and its rapid retail expansion suggest sustained operator interest in premium ready-to-drink tea formats.

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Written by FBM Publications Editors