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).
Sunset Magazine Editor-In-Chief, Hugh Garvey, talks the latest issue on the LA fires' threat to the California dream and the importance of the recovery efforts.
Oura Ring CEO Tom Hale joins Cheddar to take us inside the comprehensive health tracking device, explains how it works and how it can save your life. Watch!
NASCAR star Bubba Wallace joins Steve Quirk, Chief Brokerage Officer at Robinhood, on the floor of the NYSE to discuss their latest partnership. Watch!
Adam Bierman, author of 'Weed Empire,' talks about the cannabis business in America and how he battled the Department of Justice and investment banks. Watch!
