MatchaBar is trying to turn the energy drink market on its head, and has even drawn interest -- and an investment -- from rap superstar Drake.
Co-founder Graham Fortgang told Cheddar he and his brother/partner Max bet on live events and consumer packaged goods to give coffee the boot.
“Whether we are doing a three-day activation out at Coachella, an event like TED Talks, [or] here on Cheddar TV,” he said, “a lot of what we do is get the brand into the spaces and into the communities that are influencing culture.”
Not only has the family-owned business secured funding from Grammy-winner Drake, it also rolled out a national partnership with Whole Foods last September and teamed up with restaurant chain Dig Inn.
This year, the team will be at festivals such as SXSW and New York’s Governors Ball.
For full interview [click here](https://cheddar.com/videos/the-brothers-making-drakes-favorite-matcha).
NYC's mayoral race heats up with a socialist candidate aiming to make the city affordable—and rattling the financial sector. Plus: Coinbase's prospects.
A stark disagreement over regulating AI in Republicans’ tax cut and spending bill is the latest tension among conservatives about whether to let states continue to put guardrails on emerging technologies or minimize such interference.
Mark Hamrick of Bankrate discusses the jobs market, AI's growing impact on employment, and how markets are reacting to today’s surprising payroll data.
Amanda Chu of POLITICO reveals how lawmakers are betting millions on pharma stocks even as Trump threatens tariffs and demands steep drug price cuts. Watch!
