Yerba Mate TERERE, cold, to drink in the summer - why is tereré a must-have in your store?
Many shopkeepers, herbalists make the same mistake: they treat yerba mate as a seasonal product, mainly associated with warming up and stimulating on cold autumn, winter and spring days.Meanwhile, in South America, where the Paraguayan holly and the tradition of drinking yerba mate originated, it is summer that is the peak season for tereré , or yerba mate prepared cold!
As a yerba mate wholesaler, we have prepared a compendium of knowledge to help you convince your customers that cold yerbapoured over ice-cold water with ice cubes is the best choice for the summer heat.
Tereré phenomenon - Paraguay's way out of South America's extreme heat
The tradition of drinking yerba mate cold is not a modern fad.It's firmly entrenched in the culture of Paraguay, as well as southern Brazil and northern Argentina, as a way to survive temperatures above 30 degrees Celsius.We are now also seeing similar summer temperatures in Europe!
Where the tradition of drinking yerba cold comes from?
Legend has it that tereré was popularized by soldiers during the War of the Gran Chaco.For fear of betraying their position with smoke from campfires, they could not heat water.So they started flooding the drought with icy water from streams.They quickly discovered that such a drink not only hydrates perfectly, but also cools the body instantly and has a huge stimulating effect.
How tereré differs from the classic brew?
The key difference is the water temperature (ideal is 1-5°C, with the addition of ice cubes) and the extraction time.Cold water has a different effect than hot water - the process of releasing caffeine (matein) from the dried water is even longer.As a result, the infusion can be poured over ice-cold water up to a dozen times , and the taste still remains distinct!
Why your customers will love "cold yerba mate"?
Promoting tereré is a strategic move to avoid a summer slump in sales.What arguments to use when talking to customers?
1.Natural "isotonic" and long-lasting stimulation
On hot days, we sweat, are weary from the heat and dehydrated, unlike coffee or energy drinks, the caffeine in cold yerba is released gradually.This ensures stable stimulation without a "jittery" effect or sudden drop in strength.
2.Milder taste (ideal for beginners!)
Yerba mate designed for cold drinking usually contains fruit or herb additives, which taste great and are refreshing in the summer.Cold water extracts tannins responsible for bitterness much more slowly.The drink becomes subtler, softer and more refreshing.If you have customers who have bounced away from yerba because of its tart taste - tereré is the perfect excuse for them to try again.
How to prepare the perfect tereré?Tips you can share with your customers
To encourage purchase, educate your customers.Show them that cold yerba is a great way to make a refreshing and cooling drink in the summer and an endless field for experimentation.Here are the most popular variants to recommend to them:
Classic Tereré with herbs and citrus
All you need to do is put dried fruit or herbal additives, some ice, lemon or lime slices and fresh herbs (such as mint) into the matero.Pour ice-cold water over the whole thing.
Mate Ruso - a sweet alternative
It is an absolute hit for people who are not fond of bitterness.Instead of water, heavily chilled fruit juice is used - usually apple, peach or orange juice.It is a sensational choice for young people and those who appreciate sweet, fruity flavors.
"Musujące Tereré" – woda gazowana
A little known, but very interesting trick!Pouring the dries with heavily chilled sparkling water gives the drink a slightly sparkling, champagne-like character, enhancing the feeling of refreshment.
Cold Brew Yerba Mate (using French Press)
For those who don't want to drink through a bombilla: pour 50g of dried fruit into a French Press type pitcher, pour in cold water and place in the refrigerator overnight (for approx.12 hours).In the morning, just press the plunger and pour the clear, ice-cold drink into glasses.
What products to display on shelves in summer?
Tereré is an excellent opportunity to increase the shopping cart (known as cross-selling).What absolutely must be in your store for the summer season?
Blends of "Con Hierbas" and"Limon"
Ensure you have dedicated cold weather yerba offerings.Barasilian Mate Green with fruit and herbs, Paraguayan brands and Brazilian and Argentine fruit blends are selling great.
Traditional Guampa and glass
While calabashes and ceramics reign supreme in winter, in summer you should offer Guampa customers . These are traditional, often curved vessels (originally made from cattle horn or Palo Santo wood).Glass mattresses are also great sellers - glass does not absorb odors and beautifully displays green dried fruit and ice cubes.
Bombillas with wide filters
Yerba leaves in cold water behave slightly differently than in boiling water (they sink to the bottom more slowly).Sell customers spoon bombillas that easily filter the brew and can handle a vessel filled to the brim with ice and fruit.
Large Thermos for yerba mate
For tereré, the water must be ice-cold.An indispensable gadget for the summer mateist is a large, capacious thermos (often coated with leather or thermal insulation material) with a wide inlet through which it is easy to drop a handful of ice cubes.
Turn the heat into profit, get new customers
For a well-stocked store, summer doesn't have to mean a hiatus in yerba mate sales.All it takes is a change in narrative and assortment.Show your customers that cold yerba mate beats store-bought energy drinks and sweetened beverages, and you'll generate interest that will last throughout the vacations!INVITE :)
Want to replenish your shelves with this summer's hits? and check out our special category with yerba mate tereré!