This chapter provides an overview of yerba mate’s use, biogeography, history, and current proliferation. In outlining the recent attempts at the “new” commodity’s global spread, I focus on the marketing strategies of several major firms representing various segments of yerba mate’s mature domestic market, as well as its emerging global market. Furthermore, I detail the branding efforts of the Instituto Nacional de la Yerba Mate (an Argentine quasi-governmental organization) and how they help construct meaning.