Energy drink born in NC dorm room makes a comeback

Charlotte Business Journal
·1 min read

Quietly, a homegrown energy drink is returning to shelves in North Carolina.

Mati Energy, the startup beverage brand founded in entrepreneur Tatiana Birgisson’s Duke University dorm room, scored fans like AOL co-founder Steve Case before shuttering completely in 2020.

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NOBL Beverages, a New Hampshire-based maker of cold-brew coffee, soon swooped in to buy the brand for an undisclosed sum. But it’s taken a while to find its new footing.

Connor Roelke, founder and CEO of NOBL, said part of the reason is a lack of corporate presence in North Carolina. The plan is to rebuild its local network, and Roelke said the firm plans to hire someone locally to double down on its North Carolina shelf presence in the coming weeks.

In an interview, he talks about the buy and his hopes for the award-winning, Durham-born brand.

Read the story here.

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