METE yerba maté is expanding nationwide after an invite-only rollout, bringing its sparkling cold-brewed drink to major UAE retail networks.
DUBAI: A beverage that began with invite-only drops is moving into nationwide distribution as METE yerba maté expands its availability across petrol stations, specialist retailers and online platforms in the UAE.
The Dubai-based emerging beverage brand says thousands of consumers have tried its sparkling yerba maté over the past year through controlled releases. According to the company, bottles repeatedly sold out and demand exceeded available supply, helping the previously little-known drink build an early following.
That limited availability is now changing. METE is rolling out through selected retailers, including ADNOC and Emarat petrol station networks, alongside Lebanese Roasters and Lifco. Online availability is also expanding through platforms including Noon, Deliveroo and Amazon.
The move gives consumers across the UAE wider access to a beverage category that has already gained attention in markets including the United States and Europe.
What makes yerba maté different?
Yerba maté is traditionally prepared using leaves from the yerba maté plant and is naturally caffeinated. METE says its production process involves brewing real maté leaves rather than relying on synthetic flavours or extracts.
The company is positioning METE yerba maté for consumers seeking alternatives to conventional soft drinks, energy drinks and coffee, particularly as interest grows in beverages made with recognisable ingredients.
METE has built its identity around the mission “STOP SYNTHETIC DRINKS”, with the company arguing that demand for products made with real ingredients, natural or no sweeteners and no preservatives is creating opportunities for new beverage categories in the region.
Why METE is scaling gradually
The company says its earlier controlled rollout was driven by manufacturing limitations rather than simply being a marketing strategy.
Producing an all-natural cold-brewed yerba maté beverage requires different processes from drinks produced using flavours or extracts. As national distribution grows, METE says it must increase manufacturing capacity while maintaining its existing brewing approach.
“Even with wider distribution, METE is scaling deliberately. Releases will continue in controlled waves as production ramps to meet demand, preserving the same quality and availability discipline that built the brand’s early following,” Fabian Dagostin, CEO of METE, said.
The expansion means METE yerba maté is moving from a limited-release product towards broader mainstream availability while retaining a phased production strategy.
Impact to expect
Wider distribution could introduce more UAE consumers to the yerba maté category while adding another locally produced option to the country’s fast-evolving beverage market. Presence across major petrol station networks could also significantly increase the brand’s visibility and accessibility as production scales.
