WI: Yerba mate globally popular?

Yerba mate is an herb native to South America, related to the holly bush, which is used to make a caffeine-containing beverage called mate (which is extremely delicious). It grows natively in much of Paraguay, northeastern Argentina, and the southern provinces of Brazil. It has a long history of use amongst the native peoples of the Southern Cone (including in religious contexts), and was also traded to the Andes where the common name mate derives from the Quechua language. When the Spanish conquered the region, yerba mate became very popular amongst the colonists. The Jesuits used yerba mate production to fund their missions in the region, and even semi-domesticated the plant.

Even after the Jesuits were suppressed by the Spanish government, mate production continued, and the drink was exported throughout the Spanish Empire. It was the main export crop of Paraguay, and Paraguay's destruction in the War of the Triple Alliance led to Brazil surpassing them. But the position of yerba mate also weakened in South America since it was regarded as a low-status drink compared to coffee or tea.

Now, yerba mate is a very caffeinated drink, with a pleasant earthy flavour (easy able to be modified by sweetening), and also an appetite suppressant. It's thus a useful substitute to other caffeinated drinks. Compared to coffee and tea, introduced to Europe around the same time as yerba mate, the source is entirely under the control of Christian nations, although it's all Spain (and a bit later Portugal). I'd expect if yerba mate cultivation gains ground, Europeans will break the Spanish monopoly on it and attempt to grow it wherever it can be grown, and I believe you can grow it in the Caribbean, Africa, Indonesia, or the American Deep South (where its relative yaupon grows), basically anywhere with a comparable climate to Paraguay or the southern Brazilian highlands.

Basically, how can we get Europe (and possibly beyond) to adopt yerba mate and what will be the effects of this globally?
 
first, you'd have to compare it to other caffeinated drinks... you note that it's an appetite suppressant... do coffee and tea do the same thing? If not, then that is a selling point right there in today's market. I'm guessing that the plant is still cultivated in SA. Considering today's global market, there is a chance that mate could become popular someday... various products come and go like that (think how quinoa kinda exploded into popularity recently)...
 
Mate has become pretty popular here in Germany in the last two decades.

I suppose cultural associations had to and could be tweaked. Also, the sources are less easily accessible for mass transportation than those of coffee.

But certainly doable.
 
first, you'd have to compare it to other caffeinated drinks... you note that it's an appetite suppressant... do coffee and tea do the same thing? If not, then that is a selling point right there in today's market. I'm guessing that the plant is still cultivated in SA. Considering today's global market, there is a chance that mate could become popular someday... various products come and go like that (think how quinoa kinda exploded into popularity recently)...

Mate has become pretty popular here in Germany in the last two decades.

I suppose cultural associations had or could be tweaked. Also, the sources are less easily accessible for mass transportation than those of coffee.

But certainly doable.

That's today's market. I'm aware of that, since I wouldn't be able to buy it at any health food store without it having become more popular. But examining the historic evidence, you can see that yerba mate was in a similar position as coffee and tea at one point as a foreign drink being introduced to Europe (one from the Far East, one from the Islamic world, one from the New World), yet in the end coffee and tea were preferred by Europeans for the most part.

Of coffee and tea, coffee is probably the one to nerf in popularity, since coffee production occurs in the same countries as mate production. The Boston Tea Party, amongst other American-British confrontations, led to the US drinking more coffee, importing it from Western hemisphere nations. But if yerba mate were more popular, mate would be imported instead, and possibly even have Southern planters growing it on their plantations, which could be more successful than their experiments with coffee or tea given mate's relative yaupon growing in the Deep South.
 
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