CBSé

CBSé is an Argentine yerba mate brand founded in 1978 in San Francisco, Córdoba, by Florentino Orquera and María Amelia Elizagaray. The business developed around yerba mate compuesta, a style of mate that combines yerba mate with additional herbs or other ingredients. Its name is derived from “cebar,” the Spanish verb associated with preparing and serving mate. This linguistic reference connects the brand directly with the social ritual at the center of Argentine mate culture. The founders began making blended mate products at home after identifying demand for a differentiated alternative to conventional yerba mate. The company’s first product, Hierbas Serranas, is associated with the early development of commercially produced yerba mate containing added herbs in Argentina. Rather than competing only on the traditional characteristics of mate, CBSé built its identity around variety, aroma, and regional botanical combinations. CBSé expanded its industrial base in 1982, when production moved to a 15,000-square-metre facility in Frontera, Santa Fe. Administrative offices were later established in Buenos Aires in 1993. During the 1990s, the company broadened its agricultural and processing footprint. It began cultivating herbs in Valle Fértil, San Juan, and in 1998 established Establecimiento Santa Ana in Misiones. Additional drying facilities were subsequently opened in several Misiones locations, including Capioví, San Pedro, Dos Arroyos, and Andresito. Planta Frontera functions as a bagging facility, while the Misiones operations support processing and drying activities. Product innovation became a central part of the brand’s expansion. In 1997, CBSé introduced flavored mate varieties using profiles such as orange, lemon, grapefruit, and coffee. Later ranges incorporated mountain herbs, Cuyo-region herbs, herbs from Argentina’s littoral region, fruit flavors, guaraná, ginger, berries, tropical fruit, pear, and green apple. The brand also developed sweetened and functional products, including stevia- or honey-sweetened mate and products marketed with vitamins, minerals, or prebiotics. Among its notable product developments are the Hierbas Cuyanas line, introduced in 2011, and CBSé Guaraná, the 2017 name used for the former Energía variety. In 2017 the company also released Mi Primer Mate as a limited-edition product aimed at children. In 2018, CBSé introduced Etiqueta Negra, positioned as a premium interpretation of Hierbas Serranas and described as using mate and herbs aged for 18 months. The company has also used cultural and experiential initiatives to reinforce its connection with mate consumption. In 2015, CBSé submitted a proposal to the Unicode Consortium seeking recognition of a mate emoji. In 2016, it launched Mateando, described by the company as a food truck devoted to mate products. In 2013, it redesigned its packaging as part of a broader effort to refresh the brand’s presentation. CBSé is a significant participant in Argentina’s yerba mate sector and distributes through supermarkets and other channels. A survey cited in reference material ranked Establecimiento Santa Ana third in the sector by distributed volume, behind the businesses associated with Taragüí and Playadito. The company has exported to markets in the Americas, Europe, Australia, and the United Arab Emirates. In 2021, it reported exports exceeding one million kilograms, equivalent to approximately 2 percent of total sales. CBSé therefore combines an Argentine cultural identity with an export-oriented portfolio centered on flavored and herb-based mate products.

CBSé began in 1978 in San Francisco, Córdoba, where Florentino Orquera and María Amelia Elizagaray started producing blended yerba mate products. Their early work focused on mate compuesta, combining yerba mate with herbs to create a differentiated sensory profile. The first product associated with the company was Hierbas Serranas, which has been described as an early Argentine yerba mate product incorporating added herbs. The name CBSé refers to “cebar,” the act of preparing mate. The company moved into larger-scale manufacturing in 1982 with a 15,000-square-metre plant in Frontera, Santa Fe. Buenos Aires became the location of its administrative offices in 1993. During the 1990s, CBSé expanded beyond blending and packaging by developing agricultural and processing capabilities. Herb cultivation was established in Valle Fértil, San Juan, while Establecimiento Santa Ana was created in Misiones in 1998. The company later opened additional drying facilities in Capioví, San Pedro, Dos Arroyos, and Andresito, all in Misiones. Its Frontera site operates as a bagging plant. A major turning point came in 1997, when CBSé extended its portfolio into flavored yerba mate. Initial flavor profiles included orange, lemon, grapefruit, and coffee. This expansion helped establish the brand as a specialist in alternatives to plain traditional mate. The company subsequently developed lines based on regional herbs and botanical combinations, including mountain herbs, Cuyo herbs, and herbs associated with Argentina’s littoral region. It also introduced fruit-oriented and functional varieties. CBSé’s manufacturing and quality systems supported international distribution. Reference material associates the business with ISO 9001:2000 certification and identifies exports to countries in the Americas and Europe, as well as Australia and the United Arab Emirates. The company has been described as a major participant in Argentina’s yerba mate market. Establecimiento Santa Ana, the operation linked with CBSé distribution, was ranked third in a cited sector survey by supermarket-distributed volume, behind the operations associated with Taragüí and Playadito. The brand continued to broaden its range in the 2010s. Hierbas Cuyanas was introduced in 2011 with herbs including boldo, lemon balm, fennel, chamomile, and mint. Packaging was redesigned in 2013. In 2015, CBSé sought to promote mate’s cultural visibility by proposing a mate emoji to Unicode. The following year, it launched Mateando, a mobile food-truck concept centered on mate products. Further product segmentation followed in 2017 and 2018. Mi Primer Mate was introduced as a limited-edition product for children, while the Energía variety was renamed CBSé Guaraná. In 2018, CBSé launched Etiqueta Negra as a premium version of Hierbas Serranas, using mate and herbs aged for 18 months. The overall portfolio came to include flavored blends, herbal combinations, sweetened products, and varieties with vitamins, minerals, or prebiotics. By 2021, CBSé reported exports of more than one million kilograms, equivalent to approximately 2 percent of its total sales. Its operating model combines Argentine sourcing and processing with distribution beyond the domestic market. The brand remains identified with flavored and herb-based mate, presenting itself as an innovator within a category strongly rooted in Argentine social and culinary traditions.

• 2021

  Exports exceed one million kilograms

  [1]CBSéen.wikipedia.org

  CBSé reports exports above one million kilograms, approximately 2 percent of total sales.

• 2018

  CBSé Etiqueta Negra launches

  [1]CBSéen.wikipedia.org

  The company introduces Etiqueta Negra as a premium blend related to Hierbas Serranas.

• 2017

  Mi Primer Mate and CBSé Guaraná

  [1]CBSéen.wikipedia.org

  The brand releases limited-edition Mi Primer Mate for children and renames the Energía variety CBSé Guaraná.

• 2016

  Mateando launches

  [1]CBSéen.wikipedia.org

  CBSé introduces Mateando, a mobile food-truck concept dedicated to mate products.

• 2015

  Mate emoji proposal

  [1]CBSéen.wikipedia.org

  CBSé submits a proposal to Unicode advocating the addition of a mate emoji.

• 2013

  Packaging redesign

  [1]CBSéen.wikipedia.org

  CBSé refreshes the packaging of its products.

• 2011

  Hierbas Cuyanas launches

  [1]CBSéen.wikipedia.org

  The company introduces a line based on herbs associated with the Cuyo region.

• 1998

  Establecimiento Santa Ana is established

  [1]CBSéen.wikipedia.org

  CBSé expands its Misiones operations with the creation of Establecimiento Santa Ana.

• 1997

  Flavored mate range introduced

  [1]CBSéen.wikipedia.org

  CBSé launches flavored varieties including orange, lemon, grapefruit, and coffee.

• 1993

  Buenos Aires administrative offices open

  [1]CBSéen.wikipedia.org

  The company establishes administrative offices in Buenos Aires.

• 1982

  Production moves to Frontera

  [1]CBSéen.wikipedia.org

  CBSé transfers production to a 15,000-square-metre plant in Frontera, Santa Fe.

• 1978

  CBSé is founded

  [1]CBSéen.wikipedia.org

  Florentino Orquera and María Amelia Elizagaray establish the business in San Francisco, Córdoba, beginning with blended yerba mate products.

An Argentine mate specialist positioned around compuesta blends, regional herbs, accessible flavor variety, and product experimentation while retaining a strong connection to the country's mate-drinking tradition.

• Herbal yerba mate · 1978

  Hierbas Serranas

  CBSé’s foundational compuesta product, combining yerba mate with added herbs. It represents the brand’s original differentiation from conventional plain mate and later served as the reference point for the premium Etiqueta Negra interpretation.

• Regional herbal yerba mate · 2011

  Hierbas Cuyanas

  A blend inspired by herbs associated with Argentina’s Cuyo region. The listed botanical profile includes boldo, lemon balm, fennel, chamomile, mint, pennyroyal, incayuyo, and coriander, although the exact composition can vary by product presentation.

• Flavored beverage · 1997

  Flavored yerba mate

  CBSé’s flavored portfolio extends mate beyond traditional herbal profiles. Varieties mentioned in reference material include orange, lemon, grapefruit, coffee, ginger, guaraná, berries, pear and green apple, and tropical fruits such as passion fruit, mango, papaya, and orange.

• Functional or flavored yerba mate · 2017

  CBSé Guaraná

  The 2017 name for the product previously known as Energía. It uses guaraná as part of a more energizing and contemporary product proposition within CBSé’s broader flavored-mate portfolio.

• Children’s limited-edition product · 2017

  Mi Primer Mate

  A limited-edition product introduced for children in 2017. Its purpose was to adapt the CBSé mate concept for younger consumers, although the available reference does not provide detailed formulation or packaging information.

• Premium herbal yerba mate · 2018

  CBSé Etiqueta Negra

  A premium product introduced in 2018 and described as an elevated version of Hierbas Serranas. The blend uses yerba mate and herbs aged for 18 months, emphasizing maturation and a higher-end presentation.

• Sweetened yerba mate

  Endulife

  A CBSé sweetened mate variety using stevia. It is part of the company’s effort to offer alternatives to unsweetened mate and to address consumers seeking a lower-calorie or plant-sweetened format.

• Vitamin-fortified yerba mate

  Silueta

  A functional blend containing herbs such as sweet briar, pennyroyal, fennel, fucus, mint, lemon verbena, and boldo, together with B-group vitamins and zinc. The product extends CBSé’s portfolio into nutritionally positioned mate.

• Functional yerba mate

  Regulasé

  A product described as containing prebiotics and plum flavoring. It illustrates CBSé’s use of functional ingredients and fruit notes to create a differentiated mate proposition.

• 2016Mateando

  Argentina

  CBSé launched Mateando, a food truck dedicated to mate products. The initiative brought the category into a mobile, experiential format and provided a direct consumer-facing expression of the brand.

  Source
• 2015Mate emoji proposal

  International

  CBSé proposed that Unicode add a mate emoji, using the digital-character system to promote recognition of mate as an internationally relevant cultural and beverage practice.

  Source

• 2018

  Introduce premium Etiqueta NegraProduct launch

  Background

  CBSé sought to create a more premium tier within its established herbal-mate proposition.

  Action taken

  It launched CBSé Etiqueta Negra, described as a premium version of Hierbas Serranas using mate and herbs aged for 18 months.

  Source

• 2017

  Rename Energía as CBSé GuaranáGeneration change

  Background

  CBSé maintained a product associated with an energy-oriented proposition within its flavored portfolio.

  Action taken

  The company rebranded the Energía variety as CBSé Guaraná.

  Source

• 2013

  Refresh product packagingStrategy

  Background

  CBSé was continuing to broaden its portfolio and needed a contemporary presentation for its products.

  Action taken

  The company redesigned its product packaging.

  Source

• 1997

  Expand into flavored mateProduct launch

  Background

  CBSé had established itself around mate blended with herbs and sought to make the category more varied and accessible.

  Action taken

  The company introduced orange, lemon, grapefruit, and coffee-flavored yerba mate products.

  Aftermath

  The flavored range became a foundation for subsequent fruit, botanical, and functional product development.

  Source

1. 1CBSéen.wikipedia.org