Heretic Yerba
Heretic Yerba offers bold, handcrafted yerba mate blends and natural energy drinks that slay coffee culture. Fuel your mind, defy the norm, and question
The Story
Heretic Yerba is a small-batch yerba mate beverage company based in Longview, Washington, founded in 2018 by Dan and Kristina Criss. The company offers bold, handcrafted yerba mate blends and natural energy drinks as a smooth alternative to coffee, sourcing directly from sustainable farms in South America.
Heretic Yerba started at farmers markets in Vancouver and Astoria, building a loyal local following through Instagram and in-person sales. The brand's "defy the norm" ethos targets people seeking a thoughtful alternative to mainstream caffeine, and the company has expanded from loose-leaf blends into natural energy drinks.
The Criss couple personally oversees production and customer relationships, maintaining the company's founding mission of offering a clean, smooth caffeine alternative. Heretic Yerba continues to operate with a focus on small-batch craft and direct customer connections in the Pacific Northwest.
Key Facts & Metrics
Products & Services
Yerba Mate Guayusa Blend 16oz
Yerba mate blended with guayusa for a smooth, natural energy boost. A modern twist on a traditional favorite.
Traditional Yerba Mate 16oz
Authentic traditional yerba mate in a 16oz bag. The true taste of yerba mate for a classic, energizing experience.
Company Timeline
2018 — Founded Heretic Yerba
Launched by Dan and Kristina Criss as a small-batch yerba mate beverage company.
2019 — Farmers Market Launch
Began selling at Vancouver Farmers Market on weekends.
2020 — Market Expansion
Added Astoria Sunday Market to distribution reach.
2021 — Energy Drink Line
Introduced natural energy drinks alongside core yerba mate blends.
2023 — Guy Raz Feature
Featured in Guy Raz Substack newsletter, bringing national attention to the brand.