NewAge Inc (fka NBEVQ) (NBEVQ)

[StockItOut]

Olive Garden is successful because everyone knows about Italy, and Italian food. And they're willing to fantasize their 'fake' experience is a connection to the real thing, but still right here at home.
Nobody knows what yerba mate is, so why buy it, why drink it? And then when you find out about it, you find that what you're drinking is 'actually' green coffee caffeine... get the concern? Staying power of the drink and brand is at stake from the set-up.

The 'sophisticated' types indeed drink Guayaki, as the company offers more than prepared drinks. It even sells raw plant product to make the ym drink in the traditional manner as made in South America.

Yet thinking here, NAB could then offer a stronger non-caffeine-added pre-made ym drink to comply with consumer demand. Still the comapny comes off as a discount to authenticity. Very American, you're right. But the whole movement is counter to the fake or copycat established norms.