Club-Mate: The German Caffeinated Soft Drink That Built a Cult Following Without Advertising
Club-Mate, a caffeinated soft drink from Bavaria, has cultivated a dedicated fanbase within techno and hacker communities without relying on conventional marketing strategies. Initially developed in 1924 by a German pharmacist under the name Sekt-Bronte, the drink was licensed to G Latteyer in the 1940s. In 1994, the license was transferred to Loscher brewery, which rebranded it as Club-Mate. With approximately twice the caffeine content of Coca-Cola, it became a favorite in Berlin's early-2000s culture. Recently, it has made its way to international markets, including London at Nourished Communities. Founder Rollo Millership highlighted its broad appeal due to its low sugar and natural caffeine. Club-Mate is exported to over 60 countries and comes in seven varieties, with the original being the top seller.
Key facts
- Club-Mate is a caffeinated soft drink produced by Loscher brewery in Bavaria, Germany.
- The drink originated in 1924 when a German pharmacist turned yerba-mate into a carbonated soft drink called Sekt-Bronte.
- In 1994, Latteyer's son-in-law sold the licence to Loscher brewery, which renamed it Club-Mate.
- Club-Mate contains about twice the caffeine of Coca-Cola.
- It gained popularity in Berlin's techno and hacker scenes in the early 2000s.
- The company follows a no-marketing strategy, relying on taste and quality.
- Club-Mate is exported to more than 60 countries.
- In London, it is sold at independent grocer Nourished Communities, appealing to partygoers, health-conscious customers, and tech workers.
Entities
Artists
- Rollo Millership
Institutions
- Monocle
- Nourished Communities
- Loscher brewery
- G Latteyer
- Coca-Cola
Locations
- Berlin
- Germany
- London
- United Kingdom
- Bavaria
- South America
Sources
- Monocle —