91: The Playbook Behind Yerba Madre’s Rebrand with CEO Ben Mand - Business of Drinks

Rebranding a beloved, 29-year-old beverage is one of the riskiest moves a CEO can make. But in this episode, Ben Mand, CEO of Yerba Madre, walks us through how he pulled off what most leaders avoid: renaming and relaunching a legacy brand — with full community support — and reigniting growth in the process.Under 4% of Americans even know what yerba mate is, yet Yerba Madre (formerly Guayakí) generates nearly $200 million in annual sales and dominates a fast-emerging category. When Ben took over in 2024, the business wasn’t growing, innovation had stalled, and profitability was strained. Within a year, he streamlined the supply chain, rebuilt the route to market, launched new innovation, and guided a high-stakes rebrand that consumers embraced — thanks to months of groundwork with the brand’s 10,000+ loyal ambassadors.For drinks entrepreneurs, this episode breaks down the tactics, sequencing, and frameworks behind one of the most successful rebrands in beverage.Top Takeaways for Drinks Entrepreneurs🔶 How to rebrand without losing your base. Ben shares the playbook: deeply engage your most loyal consumers, treat the new name as an “empty vessel,” and build meaning through community participation. (It worked — consumers helped evangelize the launch.)🔶 Why SKU breadth drives velocity. Yerba Madre sees the whole line lift once they hit 6–8 facings in a refrigerator case. Half their consumers drink 3–7 flavors, making variety a core velocity driver.🔶 Packaging changes that actually matter. Navigation upgrades — like white lids for low-sugar SKUs — help shoppers instantly find the right product in-set.🔶 How to scale responsibly. Yerba Madre is investing 8× more in regenerative agriculture and community partnerships this year — while improving profitability through supply-chain redesign.This episode is a blueprint for modernizing a legacy brand, managing risk during a major transformation, and building a category that 96% of Americans have yet to discover.If you’re thinking about evolving your brand, expanding nationally, or taking on a category dominated by billion-dollar incumbents — this conversation is packed with actionable insights.Don’t miss our next episode, dropping on Nov. 26.For the latest updates, follow us:Business of Drinks:YouTubeLinkedInInstagram @bizofdrinksErica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.LinkedInInstagram @ericaduecyScott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.LinkedInCaroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.LinkedInInstagram @borkalineSPONSOR: SWIG Partners is exclusively offering a Q4 discount off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinksIf you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!