Brand into Europe | Episodio: Ignacio Oper de Anda, Las Marías

Brand into Europe is a podcast where we talk with those leading the creation and expansion of international brands in the European market, exploring how they are built from scratch in diverse cultural contexts. In this episode, we speak with Ignacio Oper de Anda, Sales Manager for Europe at Las Marías Mate, the company behind Taragüi and one of the world's largest producers of yerba mate. Drawing on his experience driving the category's growth in Europe, he shares how to transform a deeply cultural product into a habit for new consumers. Throughout the conversation, we discuss the challenges of introducing yerba mate to markets where its ritual is still unknown, the role of the Latin American community as brand ambassadors, and strategies for bringing this tradition closer to a European audience. We also explore how sports, innovation, and consumer education are accelerating the expansion of a category with enormous growth potential. A conversation about culture, habits, and international expansion, where it becomes clear that selling yerba mate is not just about marketing a product, but about sharing an experience that transcends borders. 🎧 Now available.