Mati Energy

Mati Energy emerged from a Duke University dorm room in 2012, founded by student Tatiana Birgisson. Struggling with depression and seeking a healthy way to stay energized, Birgisson began brewing her own teas. This personal project evolved into a business when friends started requesting to buy her concoctions. The company focused on producing all-natural, craft-brewed energy drinks using guayusa leaves, fruit juice, and tea, positioning itself as a healthier alternative in a market dominated by high-sugar options. The core product was a carbonated beverage that offered the caffeine equivalent of one and a half cups of coffee in a 12-ounce can, with significantly fewer calories than competitors like Red Bull.

Birgisson's entrepreneurial drive led the company through significant early growth. A major milestone was winning the Google Demo Day competition in 2015, which included a $100,000 prize from AOL co-founder Steve Case and marked the first time a non-tech company had won. This victory and subsequent fundraising rounds, which totaled over $10 million, fueled the company's expansion. Mati Energy established a 30,000-square-foot manufacturing facility in Clayton, North Carolina, and secured distribution partnerships with major retailers like Whole Foods, Kroger, and Sam's Club, primarily across the Southeast. The business operated on a direct-to-consumer model through its website and a wholesale model supplying retail stores.

Despite its initial success and accolades, including Birgisson's inclusion in Inc. Magazine's "30 Under 30" list, the company faced significant challenges. In 2018, the board decided to bring in more experienced leadership, and Birgisson departed from her role as CEO, though she remained on the board. Former Coca-Cola executive Eric Masters was appointed CEO to steer the company's next phase of growth. However, operating in a very crowded and competitive market proved difficult. In January 2020, citing a lack of funds to continue, Mati Energy ceased operations and began to liquidate its assets. A few months later, in April 2020, New Hampshire-based NOBL Beverages acquired the brand's intellectual property and assets with plans to relaunch the organic drink line and expand its distribution reach. Keywords: Mati Energy, Tatiana Birgisson, guayusa energy drink, natural beverage, craft brewed, Duke University startup, Google Demo Day winner, healthy energy, beverage manufacturing, beverage distribution, organic energy, Steve Case investment, Eric Masters, NOBL Beverages, beverage industry, CPG startup, functional beverage, clean label drink, retail beverage, beverage brand acquisition