If you’ve been drinking Guayakí yerba mate beverages for a while, you may not have been surprised when they changed their name to Yerba Madre last week. That’s because over the past year, they removed the name “Guayakí” from the iconic yellow cans altogether, replacing it with the name of the beverage category itself; they just boldly said Yerba Mate.
It was all part of the plan leading up to this rebrand.
Yerba mate is a beverage that’s still somewhat of a mystery to Americans, so when consumers saw Yerba Mate front and center on the packaging, they often thought that was the brand’s name. Even when “Guayakí” was on the packaging, people had so much trouble pronouncing it that they would call it something along the lines of “yerbs” or “the yellow can.”
