- Saint James Iced Tea released a new certified organic yerba mate line packed with 150mg of plant-based caffeine, low calories, and low sugar.
- The brand’s first multi-celebrity national campaign features NHL superstar Jack Hughes, Super Bowl champion Victor Cruz, and fashion entrepreneur Isabela Rangel Grutman.
- Shot by celebrity photographer Yulia Gorbachenko, the campaign highlights steady energy and focus amidst high-tempo daily routines.
- The launch expands brand distribution across more than 7,500 new grocery doors nationwide, including Kroger and Albertsons.
Saint James Iced Tea has officially debuted its first product line outside ready-to-drink tea with the launch of Saint James Yerba Mate.
To mark the nationwide release, the brand tapped New Jersey Devils center Jack Hughes, former NFL star Victor Cruz, and model-entrepreneur Isabela Rangel Grutman for its first multi-celebrity national campaign.
Photographed by Yulia Gorbachenko, the campaign focuses on personal momentum and mental clarity. The organic beverage features 150mg of natural caffeine, 20 to 25 calories, and 3 to 4 grams of sugar per bottle in three fruit flavors: Mango Passionfruit, Raspberry Lemon, and Strawberry Tangerine.
The partnership mirrors a growing movement where wellness and functional drink brands recruit dynamic talent across different industries. Much like when Jalen Duren was named brand ambassador for Ballislife Drink to reach athletic consumers, or when Jason Kelce starred in Liquid Death and Garage Beer’s cross-brand campaign, Saint James blends sports credibility with modern lifestyle appeal.
Each ambassador brings a unique following to the launch. Hughes, an NHL All-Star, has expanded his commercial portfolio with major partners like Bath & Body Works, Bauer, and Chipotle.
Cruz, a Super Bowl XLVI champion turned television personality, previously landed deals with top names such as Beats By Dre and Avión Tequila. Grutman, the designer behind ISA Grutman Jewelry and co-founder of the Style Saves charity, adds high-fashion influence.
Saint James was created by AriZona Iced Tea co-founder John Ferolito, designer Jon Buscemi, and co-CEO Brad Neumann.
Takeaways
Saint James Yerba Mate is moving away from the single-athlete playbook by assembling a trio that covers professional hockey, football culture, and luxury lifestyle fashion. As the energy and ready-to-drink tea categories crowd with synthetic energy drinks, brands are leaning into clean-label functional caffeine.
By pairing a high-profile active athlete (Hughes), a recognizable broadcast veteran (Cruz), and a fashion entrepreneur (Grutman), Saint James positions yerba mate not just as sports fuel, but as an everyday lifestyle staple for busy schedules.
Does casting talent across sports, media, and fashion make a beverage campaign more relatable than sticking to traditional fitness influencers? Will organic, plant-based yerba mate continue to take market share away from traditional canned energy drinks?
