CBSé – forty years of yerba mate legend

A well-known and, for many, even iconic brand from sunny Argentina is celebrating over forty years of existence. Yerba mate CBSé is the undisputed market leader in flavoured and functional blends. To commemorate this milestone, let’s take a closer look at the profile of this legendary company. Enjoy the read!

Summary:

1. The humble beginnings of a fascinating journey
2. There's no room for boredom here
3. CBSé’s success: High-quality products, good reviews, and...?
4. CBSé – yerba mate made for everyone

The humble beginnings of a fascinating journey

The company made its debut in 1978. Founded in Argentina’s Córdoba province, in the city of San Francisco, it initially operated with only a few employees and was housed in... a private garage. The first products crafted in this home-based “factory” were sold exclusively on the local market and delivered by a bicycle courier. The early packaging featured a hand-drawn CBSé logo, inspired by the Spanish word cebar, referring to the ritual of preparing yerba mate. The company’s founders, the married couple Florentino Orquera and María Amelia Elizagaray, knew from the outset that to stand out in the strong and competitive market, they needed to offer something entirely novel. Their creative minds came up with the concept of producing flavoured blends. While almost every brand offers such mixes today, over four decades ago, this was a groundbreaking innovation. They drew inspiration from the popular habit in Argentina's interior of enhancing yerba mate with spices, herbs, or pieces of fruit. Their ingenuity and willingness to take risks paid off quickly. That same year, the CBSé blend with mountain herbs hit store shelves and instantly became a bestseller!

There's no room for boredom here

This initial success paved the way for the company's dynamic growth. The profits allowed for the expansion of infrastructure and the establishment of large plantations. The small family business first moved from the garage to a facility in Santa Fé, covering nearly 8 hectares. They later opened an administrative office in Buenos Aires, an herb cultivation farm in San Juan, and eventually a larger production facility, Establecimiento Santa Ana, in Misiones. This growth enabled bold experiments with new flavoured blends. After herbal mixes, it was time for fruit-infused creations. The expertly composed, original yet harmonious blends of CBSé remain beloved by mate tea enthusiasts not only in Argentina but around the globe.

Over the years, CBSé has developed a distinctive style that makes it stand out in a crowded market. True to its original mission, the extensive product range avoids plain classics – instead, it offers unique combinations of yerba mate enriched with natural additives such as flavourings, herbs, and fruits. It’s also worth noting that all CBSé yerba mate labels include the “libre de gluten” marking, meaning they are safe for those with gluten intolerance. What's more, a well-known South American nutritionist, Dr A. Cormillot, was involved in the formulation of some of the compositions, which the Argentine brand is also keen to boast about on its packaging. The product catalogue includes several series, with the top spot undeniably claimed by the collection of refreshing herbal yerba mate blends: Hierbas Serranas and Hierbas Cuyanas. However, fruit blends have truly captured the hearts of fans: the orange-flavoured CBSé Naranja, grapefruit-infused CBSé Pomelo, citrusy CBSé Limón, pear-and-apple Frutos del Valle, tropical CBSé Frutos Tropicales, and forest fruit CBSé Frutos del Bosque. It's definitely worth trying them all, but the two most popular blends – CBSé Frutos Tropicales and CBSé Frutos del Bosque – are the firm favourites in our office. They’re simply delicious! CBSé also offers intriguing functional blends, specially designed to aid weight loss thanks to carefully selected ingredients. Products in this series include two Silueta blends (available in apple and orange variants) and the herbal Regulasé, with a hint of wild rose. For fans of sweetness, there are original endulzadas yerba mate blends, sweetened with stevia and honey. The absolute hit and top bestseller is their yerba mate with energising guarana: CBSé Energia Guaraná. Notably, CBSé has recently introduced exciting new products: Etiqueta Negra, a premium version of Hierbas Serranas, and a ginger-infused CBSé Jengibre.

CBSé’s success: High-quality products, good reviews, and...?

So, what is the secret behind CBSé’s unprecedented success and firmly established position in the yerba mate market? High-quality products come with countless positive reviews, but is that enough to reach the top in this ever-expanding market? CBSé has something more. First, the company excels in public relations and extensive sponsorship campaigns. It has long been known for its active engagement with customers through social media and participation in various events. One of CBSé’s most famous initiatives was petitioning the Unicode Consortium to introduce an emoji symbol representing yerba mate. Thanks to years of effort and the involvement of countless fans of the South American infusion, the campaign succeeded, and since 2019 we’ve been able to use the emoji for mate: 🧉. The company also constantly innovates and improves its product designs to align with current trends. However, the true key to CBSé’s success lies in extraordinary care for its customers. Every blend is the result of meticulous work by numerous experts. Regardless of which yerba mate you try, its flavour is always perfectly balanced – not an easy feat in an era saturated with artificial flavours and additives. And this brings us to another important point: CBSé products contain solely natural ingredients! Perhaps that’s why every sip of their mate tea provides a light and subtle sense of refreshment unmatched by competitors.

CBSé – yerba mate made for everyone

CBSé is a yerba mate that offers something for everyone. True, like any authentic Argentine blend, you can taste the bitterness and subtle astringency of yerba mate, but the overall impression is light and enjoyable. This is a yerba mate you can confidently recommend to anyone – whether they’re beginners or seasoned drinkers eager to explore new flavour experiences. There’s something for fans of herbal blends, sweet and fruity flavours, and those seeking an energising pick-me-up. Among the most cherished products are CBSé Energia Guaraná and CBSé Frutos Tropicales. If you haven’t tried them yet, we highly recommend doing so soon!

Forty-five years of CBSé have been marked by constant development and revolutionary innovations. Will the Argentine producer surprise us again? Judging by the pace at which they win the hearts of new enthusiasts worldwide, we have no doubt they will. We raise our mate cups and wish them the very best!

Sources of information:

1. Wikipedia: Maté, CBSé.
2. cbse.com.ar.