The Launch
Saint James Iced Tea is extending its certified-organic beverage portfolio into the fast-growing yerba mate category with the debut of Saint James Yerba Mate, a three-SKU line priced at $39.99 for a 12-pack and available immediately on Amazon and the brand's direct-to-consumer site. Retail distribution through Kroger and Albertsons banners begins now, with the brand targeting more than 7,500 doors by the end of 2026.
Product & Positioning
Each 16-ounce aluminum bottle delivers 150 milligrams of natural caffeine, 20-25 calories, and 3-4 grams of sugar. The line launches in three flavors — Mango Passionfruit, Raspberry Lemon, and Strawberry Tangerine — all certified organic and non-GMO. Leaves are ethically sourced from South American ilex paraguariensis plants; the formulation combines caffeine with polyphenols and theobromine, a compound also present in cacao, which the brand says produces a smoother, longer-lasting energy profile than synthetic caffeine. The bottles carry a redesigned green-and-chrome livery and are made from 100% recyclable, resealable aluminum.
"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."
Growth Context
The launch arrives as the brand reports 164% year-over-year growth through August 2026, making it one of the more aggressively expanding names in the ready-to-drink tea segment. Total North American distribution has crossed 25,000 retail doors, underpinned by two significant August expansions: a nationwide Costco rollout featuring an exclusive variety pack of Red Raspberry and Classic Mango black teas, and a partnership with fast-casual chain Just Salad that places Saint James products in all 120 U.S. locations. The yerba mate line now gives the brand a foothold in a distinct functional-beverage segment that has attracted considerable retail and foodservice investment as consumers shift away from traditional energy drinks toward cleaner-label alternatives.
The brand is backed by John M. Ferolito, co-founder of AriZona Iced Tea, whose distribution expertise and retail relationships have been central to Saint James's rapid shelf-space accumulation since its launch.
Marketing Push
To support the new line, Saint James is deploying its first multi-celebrity national campaign, starring NHL forward Jack Hughes, former NFL wide receiver and media personality Victor Cruz, and entrepreneur Isabela Rangel Grutman. The 360-degree campaign — shot by photographer Yulia Gorbachenko with set design by Nicholas Des Jardin — will run through fall 2026 across out-of-home placements, consumer sampling activations, and ambassador partnerships targeting college students and athletes. Co-founder and co-CEO Brad Neumann positioned the talent selection around lifestyle diversity: "Everyone's day looks different, and so does the role Yerba Mate plays in it."
The celebrity-anchored push reflects a broader marketing trend in the functional beverage space where challenger brands use sports and lifestyle personalities to accelerate category trial and retail reorder rates.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
