10.04.2024 05:30
(Akt. 10.04.2024 08:00)
Refreshment meets tradition: Pfanner bottles El Tony Mate. ©Lisa Mathis for Pfanner, Intelligentfood Schweiz AG
El Tony Mate: Why a Swiss drink is compared to Red Bull and how it is redefining the energy drink market with Vorarlberg support.
The energy drink market is being revitalized by a new success story that has its roots in the rich South American mate culture. Through close collaboration with a production facility in Vorarlberg, she now wants to enter the European stage. El Tony Mate has already achieved cult status in Switzerland, but the connection to Vorarlberg is particularly strong. A report from Blick.ch reveals how El Tony Mate, a Swiss drink, has transformed traditional mate tea into a fizzy energy drink and has undergone an impressive evolution. “I drink El Tony every day. Mate is my coffee,” says Saskia von Moos, co-founder of El Tony, with “Blick.ch”.
From clubs to retail
El Tony has found its way from the niche in trendy clubs to the shelves of major Swiss retailers such as Migros and Coop, underlining the increasing popularity and demand for a more natural alternative in the world of energy drinks. “Coop and Migros confirm that demand is constantly increasing,” quotes Blick.ch, which proves the increasing market penetration and success of the drink.
Cultural history of mate tea
The drink draws its identity from the deep cultural history of mate tea, which has served as a traditional drink in South America for several thousand years. Not as a refreshing drink, but in the form of hot tea. Even the Argentine national soccer team around Lionel Messi is said to have brought almost half a ton of crushed mate leaves with them to the World Cup in Qatar in 2022, as “Welt” reported. The tea leaves contain caffeine, which explains their invigorating effect.
El Tony stands out from Red Bull
Von Moos emphasized in the “Blick” interview that El Tony did not aim to imitate market leaders like Red Bull, but rather to create its own niche. “The comparison is only partially accurate,” notes von Moos, referring to parallels with Red Bull. She sees El Tony in a league of its own, where authenticity and quality prevail over fast trends and massive marketing campaigns.
©zVg/Intelligentfood Schweiz AG
El Tony Mate is produced in Lauterach
The production of El Tony Mate, the flagship product of the Zug company Intelligentfood, takes its decisive step in Vorarlberg, at Pfanner Fruchtsaft in Lauterach. The mate leaves, grown on the farm of a Swiss emigrant in northeast Argentina, are subjected to a careful cold brew process at Pfanner. The mate herb steeps for several hours before it is carbonated, pasteurized and finally prepared for consumption in bottles and cans. This special production method guarantees the unique quality and characteristic taste of El Tony Mate, with Pfanner, as a renowned contract bottler, playing a key role in this process.
Find out more –>> Pfanner also bottles iced tea for Capital Bra
©zVg/Intelligentfood Schweiz AG
Intelligentfood relies on the Vorarlberg expertise of fruit juice and iced tea specialist Pfanner
The partnership with Pfanner also symbolizes the turning point in Intelligentfood’s company history. The path there wasn’t always easy. The founding of Intelligentfood by Roland von Moos, after his departure from Red Bull, and the early challenges that almost led to the company’s collapse in 2010 are evidence of resilience and entrepreneurial spirit. These characteristics are reflected today in the successful El Tony Mate brand. The failure of the first project, a natural energy drink without artificial additives called Ixso, which at the time could not reach the current sales figures of El Tony Mate, marked a difficult start from which Intelligentfood recovered.
Unique strategy
El Tony Mate also differentiates itself through its marketing strategies, which rely less on traditional advertising and more on word of mouth and natural integration into the lifestyles of its target audience. This approach led to increased interest and high brand loyalty, which propelled El Tony forward in Switzerland. Although El Tony has deep roots in Switzerland, von Moos sees the potential for international expansion, with initial steps in the Dutch market and a focus on the home market of Switzerland.
Find out more –>> Record sales for Hermann Pfanner Drinks Gmbh
Find out more –>> Pfanner is included among “Vorarlberg’s Best Brand 2023”.
2024-04-10 03:30:58
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