METE متة started as an underground, invite-only, beverage, now scaling nationwide with ADNOC and Emarat.
Dubai, UAE: What began as an invite-only curiosity has become one of the UAE’s most talked-about emerging beverages, and it’s now going national.
Over the past year, METE introduced thousands of consumers across the UAE to sparkling yerba maté through a series of invite-only drops. Bottles sold out repeatedly, demand consistently outpaced supply, and a loyal following formed around a brand most people had never heard of a year earlier.
That underground momentum is now expanding into full national availability. METE is rolling out through select retailers including major petrol station networks, ADNOC, and Emarat, and specialized retail network, Lebanese Roasters and Lifco, and online platforms, Noon, Deliveroo, Amazon, – putting the brand within reach of consumers across the country for the first time.
The expansion reflects a broader shift already underway across the United States and Europe, where yerba maté has become a go-to choice for entrepreneurs, creatives, athletes, and students seeking alternatives to sugary sodas, synthetic energy drinks, and excessive coffee consumption. Dubai is now experiencing the same shift, with METE positioned at its center.
Few, if any, all-natural beverages are produced in the region. This creates a compelling opportunity as a growing number of health-conscious consumers seek products made with real ingredients, natural or no sweeteners, and no preservatives. In this context, METE’s mission – “STOP SYNTHETIC DRINKS” – could not be more timely.
The carefully controlled rollout was not a marketing tactic but a practical response to the limited manufacturing capabilities for all-natural beverages and foods across the Middle East. Producing authentic yerba maté tea requires brewing real maté leaves rather than relying on synthetic flavors or extracts. To support its national expansion, METE must now increase its manufacturing capacity and adapt existing production processes—while remaining true to its promise of delivering genuinely cold-brewed yerba maté tea.
QUOTE: “Even with wider distribution, METE is scaling deliberately. Releases will continue in controlled waves as production ramps to meet demand, preserving the same quality and availability discipline that built the brand’s early following.” Fabian Dagostin, CEO of METE
About METE:
METE is the first RTD (ready-to-drink) sparkling yerba maté soda in the MENA region, born and manufactured in the UAE.
Flavors include METE Original, METE Pomegranate, METE Mint, and METE Ginger.
METE is retailing at AED12.5 and is available online at mete online store, Noon, Deliveroo, and Amazon, at petrol stations including ADNOC and Emarat, and at specialty retailers including Lebanese Roasters, Lifco, and Gourmet 1004.
Driven by its mission to “Stop Synthetic Drinks,” METE is the all-natural rebel against sugary sodas, synthetic energy drinks, fake vitamin promises, and jittery coffee. Every bottle is plant-based, made with zero added sugar, zero preservatives, and zero artificial or E-number ingredients. METE cold-brews yerba maté leaves to extract its natural properties – natural caffeine, antioxidants, and electrolytes – and combines them with all-natural ingredients including organic agave, lemon juice, guarana, and fruit or herb extracts.
METE fits naturally into everyday life – as a pre-workout boost, a cleaner coffee replacement at the office, an afternoon pick-me-up, or a refreshing alternative at social occasions. The brand’s aim is to become the market leader in all-natural beverages.
